New for Zak: The first bank that wants to be the second

Many people in this country already use smartphone banks, but there is still a large customer potential. To tap this further, Bank Cler and Neu (formerly Heimat) are taking a new, unique approach in the highly competitive advertising environment.

A closer analysis of the company's own customer data provided the insight: "In most cases, people who open and use Zak don't actually change banks - they simply appreciate Zak as a supplement to a banking relationship that has usually already existed for a long time and is maintained, at least initially," says Gregor Eicher, Head of Marketing & Sales at Bank Cler.

Inspired by this, the Neu agency developed a new communication strategy that explicitly positions Zak as a second bank - the first Swiss bank ever to do so. In doing so, Zak lowers the barriers to switching banks, which are generally perceived as high, and above all opens up an unoccupied creative field. With "It doesn't matter which bank you're already with," the new campaign makes the positioning a message in no uncertain terms.

The surprising cinematic realization uses humor to attract attention: protagonists talk about their reasons for choosing Zak as a second bank and relate their decision to their respective house bank. But instead of naming them, the protagonists censor themselves - after all, when it comes to opening Zak, it doesn't matter at all which bank you're already with.

The nationwide campaign consists of TV commercials, online films, numerous other digital measures and posters.

Responsible at Bank Cler: Gregor Eicher (Head of Marketing & Sales), Debora Gassmann (Group Head Digital Marketing). At New Creative Agency: Sandy Pfuhl, Adrian Staehelin, Simon Rehsche, Nico Ammann, Roxana Hudson, Andrea Braschler, Adam Schwarz, Bettina Beyeler, Pian Gumpp. Director: Michael Fueter. Film production: Stories. Media: phd.