New for Bank Cler: Advertising well, interest good
Bank Cler is promoting its Sparkonto Plus with a talking sheep and a romantic scene at a drugstore. The Zurich-based agency Neu is responsible for the campaign.
Since interest rates have been rising, saving has become more interesting again. To get customers interested in the Savings Account Plus, Bank Cler is launching a campaign developed by Neu. This is based on two simple insights: Firstly, savings accounts don't need much explanation or imaginative reasons - what counts is quite simply the interest. And secondly, the more boring the product category, the more surprising the advertising should be. And since surprising advertising is always a matter of taste, the campaign makes a self-deprecating point: "Advertising is fine, but the interest is good".
The campaign is activated in different ways on numerous channels. It started with a teaser in which a focus group finds the planned campaign "a bit strange" (Werbewoche.ch reported). A few days later, the campaign was properly launched. In films on TV and on numerous online channels, a talking sheep and a couple who meet again after many years play the leading roles.
The campaign gets its channel-appropriate implementation concept on "perhaps somewhat penetrating" banners and posters, in "perhaps somewhat monotonous" or "over-excited" radio spots or even in a "perhaps somewhat dark" spot in the cinema.
And this continues through to the ATM screens, window stickers for the branches and numerous special measures. All of these measures complete the campaign along the funnel and are intended to ensure an entertaining and varied, but essentially consistent and very product-oriented campaign.
Responsible at Bank Cler: Gregor Eicher, Barbara Gürtler. Responsible at Neu Creative Agency: Simon Rehsche, Sandy Pfuhl, Adrian Staehelin, Nico Ammann, Pian Gumpp, Finn van Grondel, Bettina Beyeler, Fabienne Schoberth. Film production: Zauberberg Productions. Directed by: Micky Suelzer. Media: PHD Switzerland.
