BKB Retirement Planning Campaign: «Retirement Planning Starts with a Plan»
With a new campaign by Mona and Mateo, Basler Kantonalbank is positioning itself as a retirement planning bank in the greater Basel area—using visually exaggerated yet relatable imagery.
BKB Retirement Planning Campaign: Everyday Life Meets Financial Planning
Basler Kantonalbank (BKB) is highlighting its strength in retirement planning with a new, eye-catching campaign. The BKB retirement planning campaign was developed in close collaboration with the creative agency Mona and Mateo. Under the motto «Retirement planning starts with a plan,» the ads address the everyday need to be well-prepared for what lies ahead—presented in a visually exaggerated way to grab maximum attention.
The images depict familiar everyday situations that illustrate the principle of planning for the future with a touch of humor: for example, a meticulously planned bike tour or a well-stocked pantry. The actual message behind them, however, is a serious one: planning for one’s personal financial future is far more complex and far-reaching than such everyday preparations. That’s why BKB asks its customers the right questions and develops plans and decision-making frameworks tailored to their individual situations to ensure a financially secure future.
Positioning as a retirement planning bank in the greater Basel area
With its BKB retirement planning campaign, Basler Kantonalbank is pursuing a clear strategic goal. «With this campaign, we’re positioning ourselves in a strikingly memorable way as the retirement planning bank in the greater Basel area. The simplicity of the creative platform also allows us to respond quickly and in an entertaining way to current topics,» says Marco Fantuz, marketing specialist at Basler Kantonalbank.
The campaign has been running since April 20 on billboards, digital out-of-home displays, public transportation, in print ads, on social media, at the point of sale, and on digital advertising channels. The campaign is accompanied by a series of events on various retirement planning topics.
Mona and Mateo are responsible for the concept and implementation
The creative agency Mona und Mateo is responsible for the campaign’s concept and execution. The agency works closely with BKB’s marketing team and relies on a visual language that captures attention without neglecting the substance of the content. Production was handled by Tasty Pictures, and the visual work was created by artist Oliver Rust.
For more information on Basler Kantonalbank's retirement planning, please visit: https://www.bkb.ch/vorsorge
Contact at BKB: Mathias von Wartburg (Head of Marketing), Marco Fantuz (Marketing Specialist), Sabrina Buess (Head of Event Marketing), Markus Wittenbecher (Head of Marketing Services). Responsible for concept and implementation at Mona and Mateo: Nico Yang, Nuria Rogger, Serhat Yokus, Elias Schröder, Mona Fluri, Julian Elias Stauffer, Mateo Sacchetti. Artist: Oliver Rust. Production: Tasty Pictures.
