A very human professional
Banks Zürcher Kantonalbank has concentrated its advertising budget with Wirz Werbung. The appearance has become more uniform.
Banks Zürcher Kantonalbank has concentrated its advertising budget with Wirz Werbung. The appearance has become more uniform.
The main strategic direction is clear: Zürcher Kantonalbank (ZKB), which claims to be Zurich's market-leading universal bank and Switzerland's third-largest bank, wants to continue to grow. On the one hand, in its traditional lending business, where its market share in the canton of Zurich is already over 40 percent for mortgages and around 50 percent for corporate clients. On the other hand, in the investment and pension business, where ZKB has now become the fifth largest asset manager in Switzerland. Despite its success, the balancing act of positioning itself as a bank that is both close and universal has proven to be an ever greater challenge - especially as advertising was managed by various agencies until last fall.evolution instead of revolution
Matthias Hohermuth, Head of Marketing at ZKB, countered the risk of fragmentation of ZKB's advertising presence by consolidating the budgets with a single agency. Wirz Werbung was asked to develop a concept that would enable consistent unity in terms of content as well as form.
"We didn't start a revolution, but an evolution," explains Wirz consulting group manager Markus Müller. After all, the agency's task was to close a perception gap, especially among potential customers. Although ZKB is perceived as a leading retail and mortgage bank by this target group, the two big banks are top of mind in areas such as wealthy private customers and fund business. In order to combine local roots with expertise in the global financial business, the creative team led by CD Hanspeter Schweizer chose an implementation that focuses less on the products and more on the customer and respects the formal elements of the brand image that was introduced shortly before. In addition to the continued testimonial campaign for SME customers, this resulted in a platform designed to strengthen the ZKB mono-brand through the homogeneous and harmonious implementation of the various sub-campaigns.
The corporate philosophy expressed in the brand claim "The close bank" is now also continued in the advertising subjects. The square thought bubbles of the illustrations are intended to demonstrate the empathetic perspective of the bank by bypassing the usual pattern of bank advertising with their content. Only in rare cases do the thoughts revolve around business or banking aspects, whereby Wirz succeeds in a certain way in creating a Swiss-like, well-behaved approach to the quirky, innovative and independent campaign of the German HypoVereinsbank. With this human proximity, the copy takes in all business areas and is intended to communicate to private and corporate customers the security of being with a bank that understands their needs: "ZKB, the human professional", summarizes Hanspeter Schweizer.
Only the small print mentions the safe deposit box: Wirz campaign for ZKB.
Luca Aloisi
The main strategic direction is clear: Zürcher Kantonalbank (ZKB), which claims to be Zurich's market-leading universal bank and Switzerland's third-largest bank, wants to continue to grow. On the one hand, in its traditional lending business, where its market share in the canton of Zurich is already over 40 percent for mortgages and around 50 percent for corporate clients. On the other hand, in the investment and pension business, where ZKB has now become the fifth largest asset manager in Switzerland. Despite its success, the balancing act of positioning itself as a bank that is both close and universal has proven to be an ever greater challenge - especially as advertising was managed by various agencies until last fall.evolution instead of revolution
Matthias Hohermuth, Head of Marketing at ZKB, countered the risk of fragmentation of ZKB's advertising presence by consolidating the budgets with a single agency. Wirz Werbung was asked to develop a concept that would enable consistent unity in terms of content as well as form.
"We didn't start a revolution, but an evolution," explains Wirz consulting group manager Markus Müller. After all, the agency's task was to close a perception gap, especially among potential customers. Although ZKB is perceived as a leading retail and mortgage bank by this target group, the two big banks are top of mind in areas such as wealthy private customers and fund business. In order to combine local roots with expertise in the global financial business, the creative team led by CD Hanspeter Schweizer chose an implementation that focuses less on the products and more on the customer and respects the formal elements of the brand image that was introduced shortly before. In addition to the continued testimonial campaign for SME customers, this resulted in a platform designed to strengthen the ZKB mono-brand through the homogeneous and harmonious implementation of the various sub-campaigns.
The corporate philosophy expressed in the brand claim "The close bank" is now also continued in the advertising subjects. The square thought bubbles of the illustrations are intended to demonstrate the empathetic perspective of the bank by bypassing the usual pattern of bank advertising with their content. Only in rare cases do the thoughts revolve around business or banking aspects, whereby Wirz succeeds in a certain way in creating a Swiss-like, well-behaved approach to the quirky, innovative and independent campaign of the German HypoVereinsbank. With this human proximity, the copy takes in all business areas and is intended to communicate to private and corporate customers the security of being with a bank that understands their needs: "ZKB, the human professional", summarizes Hanspeter Schweizer.
Only the small print mentions the safe deposit box: Wirz campaign for ZKB.
Luca Aloisi
