"Why not now?": TBWA\Zurich and ZKB showcase sustainable ETFs

Following the successful launch of five sustainable thematic funds in the fall of 2024, Zürcher Kantonalbank’s asset management division is taking the next step in the ETF segment in partnership with Swisscanto and expanding its offering with the four sustainable «ESGeneration SDG ETFs». The new product is based on proprietary indices and is available through both ZKB and other banks. And it can be used in even the most unusual everyday situations, as the accompanying launch campaign is designed to show.

In collaboration with TBWA\Zurich, ZKB developed a B2C/B2B2C campaign featuring 360-degree initiatives based on the overarching concept «Why not now?» The goal: to highlight the uniqueness, simplicity, and sustainability of the «ESGeneration SDG ETFs.» This resulted in an eye-catching key visual, two TV spot variations tailored specifically to target audiences with varying levels of financial literacy, and an SRF stock market sponsorship.

Take the escalator to the countryside

As the central element of the campaign, a woman—smartphone in hand—rides upward on a lushly landscaped escalator in an unusual pose. With an intense gaze directed at the camera, she invites viewers to invest now. To maximize the visual impact, the set at the Olma exhibition halls in St. Gallen was elaborately decorated with real plants native to Switzerland during the photo shoot.

The visual is being used on various large-scale posters in high-traffic cities across Switzerland. In addition, starting in mid-April, a special mega-poster at Zurich Central Station will attract attention. A section of the key visual will be covered with plants to emphasize the products’ focus on sustainability. On digital channels, the physical mega-poster will also be brought to life using CGI.

Customized Strategy

To ensure effective media placement, Webrepublic developed a tailored media strategy aimed primarily at independent and informed investors in German- and French-speaking Switzerland. For each age group, the appropriate key media outlets were identified, with a focus on high-reach channels in line with the upper-funnel objective. An increased use of video content is intended to convey the core messages even more clearly.

Branding Days, featured on high-reach news platforms, are intended to further boost the visibility of the new product line during the first week of the campaign. At the same time, Meta and YouTube serve as touchpoints for storytelling, while LinkedIn is used for more in-depth content-driven communication.

Alongside traditional ads, the social media campaign generates increased attention within the organic networks of relevant thought leaders. In addition to traditional print ads, OOH placements complement the digital presence with a selective “cherry-picking” approach focused on relevant financial institutions.

Person in charge at Zürcher Kantonalbank (campaign): Jan-Hendrik Völker-Albert, Melania Molinari, Alexandra Rahm, Bernhard Gschwandtner, Sandro Moccetti, Dominik Streich, and Pham Kim Phung. Creative Director at TBWA\Zurich (Strategy, Concept, Creative): Manuel Wenzel, Sarah Rüegger, Stéphanie Seematter, Naomi Gulla, Selina Engeli (Creative), Claudia Sigg, Sina Gelin (Consulting), Lukas Diem, Julia Lenauer (Strategy). Person in charge at Vido Video (Production): Stefanie Bereiter (Executive Producer), Future Punch: Jonas Riemer, Pascal Schuh (Directors), Stephan Fallucchi (Director of Photography), Maurice Haas (Photographer), Jane Lord, Eftihia Baka (Lead Actors), Daniel Seelos, Tim König (Post Supervisor/VFX), Dom Catena (Editor). Responsible at Webrepublic (Media): Nadine Schuler, Kevin Haab, Meret Jean-Petit-Matile, Sandra Fischer, Andrea Giovanoli, Pablo Buettikofer, Chiara Naunheim, and Beatrice Krischan. Person in charge at Blish (Production): Jlona Kopf, Jana Weber, Fabrizio Rutishauser, Rebecca Gerritsen, Jessica Kottmeyer, Roman Aebi, Martin Sautter, and Jasmin Knecht.