Yellow money for the great fun
Polyconsult Gives Postfinance's Sponsorship a New Image
Polyconsult gives Postfinance sponsoring a new imageBy Anita Vaucher Swiss Post wants to strengthen the Postfinance product with a target group-oriented sponsoring commitment and at the same time communicate its intentions in an image-enhancing way. To this end, Postfinance sponsoring is to mutate into a brand that is increasingly present at cultural and sporting events. A task that Polyconsult solved with a great deal of proximity to life.
The Bern-based advertising agency Polyconsult has designed a comprehensive presentation for Postfinance. It consists of seven advertisements, a TV and cinema spot and a radio spot. The aim of this sponsorship campaign is to position Postfinance as a credible, versatile, human and innovative Swiss financial services company.
Polyconsult's market analysis revealed a picture in which the financial institutions' products are complex and abstract, convey little emotionality and are often barely distinguishable from the competition's offerings. According to the agency, sponsorship therefore plays an important role in the marketing mix of these companies, as it allows tangible experiences to be staged in a brand environment.
With its sponsorship campaign, Swiss Post is seeking to be close to the people and direct. The campaign is not aimed exclusively at young people. It picks up consumers where they like to be in their free time, be it at sporting events, games or on the muddy ground of various open-air festivals. The motifs provide a clear counterpoint to the mirror-smooth marble halls of the competition.
Natural-looking actors in lifelike situations
This difference is underlined by statements such as: "At Postfinance, we place less emphasis on marble, shiny steel and chic interiors. We would much rather welcome you where you prefer to be. Others call this sponsoring. We call it "customer service". The common key terms from the world of finance stand in contrast to the figurative translation. For example, Swiss Post understands "service" to mean putting someone in their place with a body check. The logo of the sponsored event is included in the advertisement.
To implement the concept, Polyconsult formed an interactive creative team in which everyone involved cooperated closely from the outset. Older generations at Polyconsult knew that the young target group that flocks to open-air events had to be addressed in their own language. However, the approach should not be ingratiating, say the owners of Polyconsult, René Maeder and Jürg Tscharner. The agency has proven its experience with young people, not least in a mailing in which the no longer young holders of a youth account were told with great sensitivity that they should rearrange their financial affairs.
For the latest campaign, the agency's elders delegated part of the task to the younger generation in the agency team. Graphic designers, photographers and filmmakers also live privately in the worlds targeted by the sponsorship. For example, it was possible to draw directly on people from their personal environment for the casting.
These people knew each other and their naturalness lent the campaign additional credibility. The filming, directed by the young Bernese film production team Wiseguys, was correspondingly uncomplicated. The film was not shot in pleasant spring or summer temperatures at an exotic location, but in February in the Bern area.
According to Polyconsult, the measures accompanying the individual engagements vary depending on the sponsorship agreement and range from advertisements in program booklets and special supplements in daily newspapers to TV spots on music channels and cinema spots on location. The recipients can also be addressed in a target group-specific manner through clever motif control.
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The Bern-based advertising agency Polyconsult has designed a comprehensive presentation for Postfinance. It consists of seven advertisements, a TV and cinema spot and a radio spot. The aim of this sponsorship campaign is to position Postfinance as a credible, versatile, human and innovative Swiss financial services company.
Polyconsult's market analysis revealed a picture in which the financial institutions' products are complex and abstract, convey little emotionality and are often barely distinguishable from the competition's offerings. According to the agency, sponsorship therefore plays an important role in the marketing mix of these companies, as it allows tangible experiences to be staged in a brand environment.
With its sponsorship campaign, Swiss Post is seeking to be close to the people and direct. The campaign is not aimed exclusively at young people. It picks up consumers where they like to be in their free time, be it at sporting events, games or on the muddy ground of various open-air festivals. The motifs provide a clear counterpoint to the mirror-smooth marble halls of the competition.
Natural-looking actors in lifelike situations
This difference is underlined by statements such as: "At Postfinance, we place less emphasis on marble, shiny steel and chic interiors. We would much rather welcome you where you prefer to be. Others call this sponsoring. We call it "customer service". The common key terms from the world of finance stand in contrast to the figurative translation. For example, Swiss Post understands "service" to mean putting someone in their place with a body check. The logo of the sponsored event is included in the advertisement.
To implement the concept, Polyconsult formed an interactive creative team in which everyone involved cooperated closely from the outset. Older generations at Polyconsult knew that the young target group that flocks to open-air events had to be addressed in their own language. However, the approach should not be ingratiating, say the owners of Polyconsult, René Maeder and Jürg Tscharner. The agency has proven its experience with young people, not least in a mailing in which the no longer young holders of a youth account were told with great sensitivity that they should rearrange their financial affairs.
For the latest campaign, the agency's elders delegated part of the task to the younger generation in the agency team. Graphic designers, photographers and filmmakers also live privately in the worlds targeted by the sponsorship. For example, it was possible to draw directly on people from their personal environment for the casting.
These people knew each other and their naturalness lent the campaign additional credibility. The filming, directed by the young Bernese film production team Wiseguys, was correspondingly uncomplicated. The film was not shot in pleasant spring or summer temperatures at an exotic location, but in February in the Bern area.
According to Polyconsult, the measures accompanying the individual engagements vary depending on the sponsorship agreement and range from advertisements in program booklets and special supplements in daily newspapers to TV spots on music channels and cinema spots on location. The recipients can also be addressed in a target group-specific manner through clever motif control.
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Postfinance campaign
WHS drew the wrong card for the ad raters at the casino. The next round goes to Postfinance and its youth sponsorship. Serious votes are always in demand at www. werbe woche.ch/adrating.
Grand Casino Baden campaign
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Flop: 72,03%
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