The skeptics are many
GKB wants to work with Jung von Matt to reduce its customers' fear of online contact
With Jung von Matt, GKB wants to reduce its customers' fear of online bankingHeadlines such as "A new bank is being created here" teased the introduction of Internet banking at Graubündner Kantonalbank (GKB) throughout the canton of Graubünden in 1999. The posters, designed by the Honegger von Matt agency at the time, advertised the new location- and time-independent service at UBS branches or garage sheds. Today, online banking accounts for a good third of the payment volume, but overall the service is only used by just under 10 percent of all GKB customers - in absolute figures that is around 15,000 users. Although many are aware that online banking exists, some of them are very skeptical about using it. The in-house agency Jung von Matt/Limmat is now aiming to break down these inhibitions with a new teaser campaign.
Every technical innovation is initially met with resistance, said the Zurich creative team around CD Alexander Jaggy and visualized four examples. For the past two weeks, the inhabitants of the canton of Graubünden have been confronted with contemporaries in the look of the 1980s and 1990s, who claim from posters that neither the CD nor the snowboard or the 50 km/h speed limit will ever catch on. And certainly not the cell phone. The headline of the resolution, "Neither will Internet banking", winkingly exposes any online banking skeptics as people from the day before yesterday. On the other hand, the agency did not need to do any convincing to implement the rather unusual campaign tenor for a bank. After all, humor was already used at the launch three years ago - with success. Simone Keller
Every technical innovation is initially met with resistance, said the Zurich creative team around CD Alexander Jaggy and visualized four examples. For the past two weeks, the inhabitants of the canton of Graubünden have been confronted with contemporaries in the look of the 1980s and 1990s, who claim from posters that neither the CD nor the snowboard or the 50 km/h speed limit will ever catch on. And certainly not the cell phone. The headline of the resolution, "Neither will Internet banking", winkingly exposes any online banking skeptics as people from the day before yesterday. On the other hand, the agency did not need to do any convincing to implement the rather unusual campaign tenor for a bank. After all, humor was already used at the launch three years ago - with success. Simone Keller
