Havas for Crédit Agricole: "Pilla" app launched for digital pension provision
With Pilla, Crédit Agricole next bank is launching a new, fully digital app for the 3rd pillar in Switzerland. The brand and communications strategy was developed by Havas Switzerland, which designed a comprehensive digital brand experience for the entire launch—from the visual identity to the campaign in four languages. The goal: to democratize financial literacy and make retirement planning more accessible to a young, digitally savvy generation.
The brand claim "Pilla. Connected to your future." is intended to sum up the core idea: Everyone can shape their own financial future in a self-determined way. The name Pilla is inspired by the English word pillar - Symbol of stability and future awareness.
Havas supported the bank from brand development to market launch and was responsible for naming, design and brand book as well as digital implementation. This includes a mobile-first website (www.pilla.swiss), optimized app store presences, sophisticated email onboarding and an integrated SEO/SEA strategy to increase reach. At the same time, a PR campaign with interviews in financial media and targeted storytelling ensured additional visibility.
The campaign follows a clearly structured full-funnel approach - from awareness to consideration to conversion - and comprises over 350 assets in four languages. It combines creative communication with technological precision and flexibility.
"With Pilla we wanted to combine a strong brand identity with a simple, smooth user experience - in a market that is undergoing major changes," explains Gabriel Mauron, Chief Creative Officer at Havas Switzerland.
The customer side is also convinced:
"With Havas CH, we have found a partner that supports us in all areas, from strategy to implementation. The close collaboration and synergies within the team enabled a high-quality campaign - on time and in four languages," says Rebekka Rauscher, Head of Communications at Crédit Agricole next bank.
With Pilla, Crédit Agricole next bank is positioning itself as an innovative player in the Swiss pension market - and demonstrating how digital branding, customer experience and financial education come together in one app.
Responsible for the Crédit Agricole next bank campaign: Rebekka Rauscher: Head of Communications; Guendalina Gennari Curlo: Senior Communication Manager; Arthur Monzala: Online Marketing Manager; Simon Mathevet: Product Manager Pensions & Insurance. Creative agency: Havas Creative with Gabriel Mauron: CCO; Laura Cros: Art Director; Baptiste Blanchard: Senior Account Manager; Alexia Rayar: Strategy Director. Customer Experience: Havas CX with Gautier Briand: Senior CX Project Manager; Charlotte Fretteau: CX Consultant.
