Euro RSCG Zurich: Questions asked for Neue Aargauer Bank
Neue Aargauer Bank (NAB) is launching an advertising campaign featuring a fresh new look and a broad-based strategy. At the heart of this campaign is a blue question mark. The cross-media advertising campaign was developed by the communications agency Euro RSCG Zurich.
The strategy of the new NAB campaign is based on the insight that at the beginning of a need is a question. How do I finance my dream home? How do I make the right provisions? That's why the campaigners have created a symbolic figure: the question mark. This is representative of all possible financial questions that concern the people of Aargau. NAB promises answers to these questions with the claim "We'll solve it. In addition, the blue question mark is supposed to stand for sympathy, warmth and down-to-earthness. These are all values that NAB wants to use to emphasize its proximity to customers.
Euro RSCG Zurich developed different motifs with the blue question mark on the one hand, which separate the individual business areas of NAB from each other, and a new visual language on the other hand, which unites these business areas under the umbrella brand NAB. For the campaign launch, online, POS and trade show activities were implemented in addition to posters and advertisements with teaser and reveal mechanics. In the course of the year, further measures will follow, which are intended to bring NAB's services and events to the attention of the public in the canton of Aargau.
Responsible at NAB: René Stupf (Head of Marketing), Beat Ruch (Head of Marketing Communications), Birgit Kleinalstede (Project Manager Marketing). Responsible at Euro RSCG Zurich: Frank Bodin (overall responsibility), Peter Schaefer, Roman Emunds (strategy), Axel Eckstein (creative director), Ivan Madeo (concept/text), Philipp Lengyel, Sandro Nicotera (art directors, Regine Cavicchioli (graphics), Anna Colby (art buying), Edi Burri (production), Niklaus Huwyler, Lucia Staub, Milena Elias (consulting). Atelier Rebele (puppet and special effects), Dani Rieser (photography), Patrik Rohner (image editing). Küttel Laubacher (web appearance).
