The House builds on emotions for the Zürcher Kantonalbank
You don’t buy a home every day. And when you do, it’s usually a once-in-a-lifetime event. That’s why the dream of owning a home is always so emotionally charged. This stands in contrast to the facts of the real estate world—the number of rooms and square meters that need to be financed. The campaign concept bridges these contrasts and concludes with the tagline «We’ll bring you home.».
At the end of 2017, Zürcher Kantonalbank relaunched its online presence for mortgages and home financing. To the new content hub Zbk.ch/own-home includes various landing pages with numerous interactive tools for homeowners and those who dream of owning one.
The emotionalization of this theme world succeeds by surprisingly linking the positive feelings surrounding one's own home with the dry facts of the real estate world. Terminologies from two language worlds collide and the emotions are emphasized in handwriting. In all digital advertising materials, the compact storytelling is additionally supported by animation of the typeface.
The multi-channel campaign was launched on November 12, 2018. The entire planning is based on a five-stage journey that starts with the search for a property and begins again with a mortgage extension, sale or inheritance. For the first phase of the journey, it was evaluated where the most building applications are submitted and approved in the canton of Zurich according to current statistics. The placements of the OoH advertising media are evaluated from this and supplemented with Aymo Mobile Targeting. For high reach, display advertising media and additional posters were booked at high-traffic locations.
Responsible at Zürcher Kantonalbank: Annina Krauer (Project Manager Campaign Management), Frauke Johann (Project Manager Marketing), Felix Peyer (Marketing Key Account Management), Elisabeth Griess (Project Manager Marketing), Catherine Scheitlin (Project Manager Touchpoint Management), Alexandra Rahm (Project Manager Touchpoint Management ). Responsible at The House: Grischa Rubinick (Executive Creative Director), Sascha Borsai (Creative Direction Text), Carolin Widemann (Art Director), Alia Malash (Junior Copywriter), Ritiane Da Cassia Zimmerli (Junior Art Director), Laura Jaggi (Graphic Designer), Nico Podgorny (Director Consulting), Nadine Vasella (Senior Consultant), Stephan Suter (Media Director), Verena Hofmann (Senior Media Consultant), Nikolina Caleta (Senior Media Consultant), Luzian Storrer (Senior Media Consultant), Daniel Nussbaumer (Senior Media Consultant).
