Rosarot and Avera ask who needs another bank
A branding campaign developed by Rosarot for Avera Bank is designed to prompt anyone who sees themselves in the ad images to consider switching banks. Also featured in the ads: the right answer.
The Zurich agency has developed a new communication presence for Avera Bank, which has been in existence for almost 200 years. In addition to its universal range of services, the Zurich regional bank wants to impress its customers with values such as proximity, trust and advisory expertise. This is precisely where the Rosarot campaign idea comes in: If you feel understood, in good financial hands and properly advised, you can enjoy a carefree life.
Clichés used - and broken
Subjects of this kind are not entirely new in banking advertising. Moments depicting freedom, relaxation, carefreeness or enjoyment are often combined with technical terms from the banks' advisory portfolio. Rosarot also makes use of these clichéd elements with visuals from stock libraries, but at the same time breaks the cliché with a wink and a new approach. The headlines make it clear that anyone who thinks of dry banking topics in the situations shown is simply at the wrong bank. Of course, the sender immediately provides the right alternative and welcomes new customers to Bank Avera.
The concept of different moments that should not be clouded by financial worries is conveyed in the campaign through various media channels, including OOH, print ads, display ads and social media.
Responsible at Bank Avera: Michel Binder (Head of Marketing), Aleta Reitter (Marketing Manager), Andreas Stopp (Digital Marketing Manager). Responsible at Rosarot: Michael Schmidt, René Karrer (Creative Direction), Carmen Stähelin, Franz Neugebauer, Thorsten Hainke (Text, Concept), Pablo Kunz, Florian Fleischmann (Art Direction), Felicia Lauper (Consulting), Timon Klauser (Content Creation), Fabio Montefiori, Noël Mühlberg (DTP), Antonia Lattarulo (Social Media), Moreno Carroccia, Mauro Zoffoli (SEA).
