KSB/SJ: Invented the "Axa-Switch" for Axa Bank
The KSB/SJ agency has launched a launch campaign for the newly founded Axa Bank, a subsidiary of the insurance company Axa Winterthur. The goal is to promote the direct bank’s various products and position the bank with the slogan «Saving / Redefined.».
At the center of the two TV commercials is the so-called "Axa switch", a red line that is crossed by various people. The line is not only intended to represent the switch to the bank, but also to symbolize the transition from an existing to a new situation in the customer's life, according to a press release from the agency.
The two TV commercials can be seen nationally on various channels. The posters and advertisements also appear nationally, as do the various direct marketing and other bellow-the-line measures.
Responsible at Axa Winterthur: Markus Keller (Chief Marketing Officer), Mélanie Diserens (Head Advertising and Branding), Ray Immoos (Advertising Manager), Linda Demuth (Junior Manager Advertising and Branding). Responsible at KSB/SJ: Uwe Schlupp (CD), Charles Blunier (AD), Andrea Heierli (graphics), Adrian Hoenicke, Beat Egger (text), Marco Serratore, Christoph Bürge (consulting management), Irene Wellenzohn (consulting), Nadia Bachmann (DTP), Michèle Seligmann (agency producing), Danielle Stutz (art buying). Photos: Henning Bock, Sven Germann; Litho: RTK Kloten; Media: Initiative Media Western. Production company: Markenfilm Schweiz; Heinrich Reinacher, Harald Beelte (producer), Michael Fueter (director), Roland Schmied (camera), Marko Strihic (editor); post-production: Die Acht, Frankfurt; music: Adelphoi Music, Stephen Patman.
