Ingo shows how 100 francs can change a life for Postfinance
With its "Smart" banking packages, Postfinance offers students and adults a private account, savings account, cards, e-finance - and 100 francs in start-up capital. Ingo Zürich uses this chunk as a springboard for a campaign.
Sure, it's easy to spend 100 francs - on a date, for example. Or a few records. Or a cookbook. But the question is not how quickly the 100 francs are gone - but what these investments can become. Ingo's campaign aims to show that these 100 francs of starting credit can change a life.
What happens if you invest 100 francs in something that is important to you? Like quick thought experiments, the three commercials in the campaign explore this question - and find scenarios for Postfinance's potential target groups.
This is how a young woman from the "students" target group launches her DJ career with her bank package: In 15 seconds, the spot zips through the beginnings of her career, from practicing in the basement to her set at a popular day rave.
Even adults who are already in the middle of life still have everything ahead of them. The commercial for the "adults" target group makes this clear: a man in his prime discovers his love of cooking thanks to the 100 francs starting credit with a cookbook. After his first attempts, he soon creates increasingly elaborate menus and attracts more and more friends and relatives to his table - until he is finally shown on the opening night of his own restaurant.
The third story aims to appeal to everyone with the universal theme of "love". For her first date, a young woman buys herself a bouquet of flowers and then invites her date out for a drink. Her efforts visibly ignite the spark and in the end we see a love for life in its infancy.
The stories are intended to illustrate in a simple but emotional way what such a smart banking package can achieve: with the 100 francs starting credit, it can be the beginning of something big and accompany customers on their journey even after this first step.
The campaign can be seen digitally, DOOH and as print OOH.
Responsible at Postfinance: Melissa Pham, Darija Dananic (Marketing Manager Everyday Banking). Responsible at Ingo Zürich: Marika Magnuszewska, Johannes Jordan, Kathrina Seiler, Kim Prinzing, Curdin Montalta, Felicia Aeppli, Samuel Wicki (creation), Kira Verlaus, Franziska Saxer (consulting) Galina Helbling (strategy). Responsible at Webrepublic: Torill Sigg (Campaign Manager Social Media Marketing), Sina Eggenberger (Consultant Performance Marketing), Philipp Hentrich (Senior Campaign Manager Programmatic Advertising), Janine Zimmerli (Account Associate). Responsible at Havas Media: Claudia Gantenbein (Account Manager), Lena Rüdisüli (Account Manager), Timo Bendel (Senior Account Director). Responsible at Boutiq Films: Chantal Gugger (Executive Producer), Sandro Jäger (Director), Pascal Hein (Camera), Paula Patocka (Photography), Jan Klemsche (Edit), Delfina Mayer (Color Grading), Polaire Audio (Sound Design), DubDub (Voice Recording / Audio Postproduction).
