The old lady's attempt
Banken Ruf Lanz sends an 87-year-old woman on a "theft spree" for Bank Coop. Her job is to promote investments.
Banks Ruf Lanz sends an 87-year-old woman on a thieving spree for Bank Coop. The dictators Mobutu, Marcos and Norriega do not have an account with Bank Coop. Ruf Lanz used this exclusion procedure in an initial campaign to promote Bank Coop's good image. Certain customers are not wanted. Now the idea is being turned around: there are people who should definitely have an account with Bank Coop. Potential customers in the area of investment advice are approached via the cinematic story of an 87-year-old woman. A film spot shows with a wink how the pensioner has to supplement her finances by robbing handbags. She missed out on relying on the services of the investment advisors at Bank Coop when she was younger. "We presented ideas with varying degrees of cheekiness at the annual presentation. This spot was spontaneously well received precisely because of its pointedness," says CD Markus Ruf, pleased with Bank Coop's courage. "We don't have a budget like the big banks. So we have to stand out more quickly and advertise more pointedly." Ruf Lanz can also strategically justify her work with the very unconventional campaigns for Bank Coop to date.
Success in three stepsIn addition to quantitative goals such as growth and earnings, Bank Coop also sets itself qualitative goals that include social, ethical and ecological aspects. The agency expressed this attitude in spring 2003 with the image campaign "A decent bank". With the claim "We are proud that not everyone has an account with us", a TV commercial featuring Ed Fagan was shown alongside the print subjects with the dictators. When asked by a reporter what he thought of Bank Coop, the class-action lawsuit terror was completely at a loss. Because he had never heard of it ...
This image campaign has succeeded in significantly increasing awareness of the Coop Bank and showing what it stands for: Prosperity with decency. As a result, supported awareness increased by 14 percent from 2002 to 2004. This success also raised the agency's profile. The campaign was awarded ADC silver twice, ADC bronze and shortlist once each, gold at the New York Festivals, gold at Midas, finalist in Cannes, at Eurobest, Epica and London Festival.
In a second step, the image was followed by the product level. In 2004, Ruf Lanz had real bankers - advisors, analysts and managers - sing well-known lullabies in a TV commercial series that remained unconventional. With the original resolution: "We want everyone to be able to sleep peacefully" - even those who have not yet benefited from Bank Coop's eco-mortgages or the fee-free private account.
With the 2005 campaign now underway, Ruf Lanz is taking communication one step further. The aim is to show that Bank Coop is also an investment bank. The message: it is worth talking to a Bank Coop investment advisor in good time. Because even investors with smaller assets are welcome here. And the money you save is invested sustainably. So that you have enough of it in old age.
This is expressed in a drastically pointed way with the opposite: those who do not invest their money sustainably in good time may have too little of it in old age.
This insight is dramatized in an elaborately produced TV commercial: a pleasant old lady chugs into the city on a Puch Maxi. Rays of sunlight tickle her face. Viewers get the feeling that the old lady is on her way to the bakery or a café. They are all the more surprised when the elderly woman rides her moped very close to a young man - and snatches his chic Friday bag in a flash. She throws her stolen goods into the metal basket on the front of the moped. Then she accelerates with a triumphant laugh. In the text, the laconic resolution: "So that you can manage without additional income in old age. Talk to one of our investment advisors in good time. Bank Coop. A decent bank."
Making of...For the realization, Ruf Lanz opted for an 87-year-old cinema actress from Sweden. "We wanted someone who didn't act as obtrusively as is sometimes the case in other Swiss commercials," says Markus Ruf. No expense was spared for the elderly star, but all risks were taken. The old lady never sat on the moped herself, but had herself doubled for the driving scenes. For the scenes in which she can be seen in the picture, the moped was mounted on a car trailer on which the woman could sit comfortably.
Condor, as the producer of the commercial, has shown that even in Zurich, picturesque spots and hidden alleyways can be made to look like something out of a big movie. The film was directed by Andreas Hoffmann. He has already realized the award-winning commercial for Suva with the unfortunate man in the plaster corset in the men's toilet for Ruf Lanz. The music was composed by Space Train to match the deceptive tranquillity and make the theft as surprising as possible. (ap)
Supplementary pension: Because the senior citizen did not speak to her banker in good time, she now has to resort to brazen methods.
Andreas Panzeri
Success in three stepsIn addition to quantitative goals such as growth and earnings, Bank Coop also sets itself qualitative goals that include social, ethical and ecological aspects. The agency expressed this attitude in spring 2003 with the image campaign "A decent bank". With the claim "We are proud that not everyone has an account with us", a TV commercial featuring Ed Fagan was shown alongside the print subjects with the dictators. When asked by a reporter what he thought of Bank Coop, the class-action lawsuit terror was completely at a loss. Because he had never heard of it ...
This image campaign has succeeded in significantly increasing awareness of the Coop Bank and showing what it stands for: Prosperity with decency. As a result, supported awareness increased by 14 percent from 2002 to 2004. This success also raised the agency's profile. The campaign was awarded ADC silver twice, ADC bronze and shortlist once each, gold at the New York Festivals, gold at Midas, finalist in Cannes, at Eurobest, Epica and London Festival.
In a second step, the image was followed by the product level. In 2004, Ruf Lanz had real bankers - advisors, analysts and managers - sing well-known lullabies in a TV commercial series that remained unconventional. With the original resolution: "We want everyone to be able to sleep peacefully" - even those who have not yet benefited from Bank Coop's eco-mortgages or the fee-free private account.
With the 2005 campaign now underway, Ruf Lanz is taking communication one step further. The aim is to show that Bank Coop is also an investment bank. The message: it is worth talking to a Bank Coop investment advisor in good time. Because even investors with smaller assets are welcome here. And the money you save is invested sustainably. So that you have enough of it in old age.
This is expressed in a drastically pointed way with the opposite: those who do not invest their money sustainably in good time may have too little of it in old age.
This insight is dramatized in an elaborately produced TV commercial: a pleasant old lady chugs into the city on a Puch Maxi. Rays of sunlight tickle her face. Viewers get the feeling that the old lady is on her way to the bakery or a café. They are all the more surprised when the elderly woman rides her moped very close to a young man - and snatches his chic Friday bag in a flash. She throws her stolen goods into the metal basket on the front of the moped. Then she accelerates with a triumphant laugh. In the text, the laconic resolution: "So that you can manage without additional income in old age. Talk to one of our investment advisors in good time. Bank Coop. A decent bank."
Making of...For the realization, Ruf Lanz opted for an 87-year-old cinema actress from Sweden. "We wanted someone who didn't act as obtrusively as is sometimes the case in other Swiss commercials," says Markus Ruf. No expense was spared for the elderly star, but all risks were taken. The old lady never sat on the moped herself, but had herself doubled for the driving scenes. For the scenes in which she can be seen in the picture, the moped was mounted on a car trailer on which the woman could sit comfortably.
Condor, as the producer of the commercial, has shown that even in Zurich, picturesque spots and hidden alleyways can be made to look like something out of a big movie. The film was directed by Andreas Hoffmann. He has already realized the award-winning commercial for Suva with the unfortunate man in the plaster corset in the men's toilet for Ruf Lanz. The music was composed by Space Train to match the deceptive tranquillity and make the theft as surprising as possible. (ap)
Supplementary pension: Because the senior citizen did not speak to her banker in good time, she now has to resort to brazen methods.
Andreas Panzeri
