Music instead of banknotes
Banks: It is not GRPs but dramatized identity values that are intended to make Bank Coop distinctive.
In hardly any other industry is the potential for differentiation from the competition as small as in the banking sector and the traditional customer as sluggish or - from the institutions' point of view - as loyal. Stagnating advertising spending is likely to have exacerbated this situation. This makes Bank Coop, which does not have the advertising budget of a major bank and cannot afford to buy the public's attention with pure advertising pressure, all the more dependent on an astonishing advertising presence. Ethical and social criteria
It received this from the Ruf Lanz agency: in 2003, their image campaign set new accents in bank advertising and profiled the historically founded UAP of the Basler Bank - prosperity with decency. The image campaign, which has won several national and international awards, provided proof of certain practices that are often attributed to the competition. Namely, that dormant accounts as well as bribery and corruption money are held there.
The response to the negative associations of the advertising campaign was not lacking. "Aided awareness has risen by an impressive 14% in the last two years," says CD Markus Ruf. Confirmed by the success of their impressive implementation, those responsible are now taking the communication strategy from the image level to the product level. Since the beginning of the week, a total of six new TV commercials have been showing what prosperity with decency means in concrete terms for customers: for example, sustainable securities funds that take into account ethical and social criteria as well as financial criteria, or the free private account from an account balance of CHF 1,000. "This time we have refrained from making a name for ourselves through the weaknesses of others," explains CD Danielle Lanz with a smile.
The new advertising idea is based on the idea that anyone who has invested their money with Bank Coop can sleep well. On the one hand, because they know their money is in professional hands. On the other hand, because they can also have a clear conscience, as their money is working according to moral and clean principles.
That's why employees of Bank Coop who are mentioned by name in the TV commercials sing well-known lullabies with conviction. Whether it's "Schlaf, Kindlein, schlaf", "Au clair de la lune" or "Buonanotte fiorellino", the employees of the decent bank wish everyone a peaceful night's sleep. Even those viewers who "can't yet benefit from our fee-free private account" or "eco-mortgages" are rubbed in the advantages of Bank Coop with delightful irony.
With such allusions and the polarizing implementation, the bank is aiming its brand values and products directly at target groups that have become more critical and price-sensitive. It is thanks to director Serge Höltschi that the situations in the premises of Bank Coop's headquarters do not become ridiculous for the "choir members".
For the lullabies performed in the open-plan office, the boardroom and the stock exchange room, the agency invited interested employees from all over Switzerland to take part in an elaborate casting process. All regions were represented in the commercials: Zurich, Basel, the Mittelland, French-speaking Switzerland and Ticino. "The bankers proved that they not only understand banknotes, but also musical notes," says Markus Ruf, looking back with satisfaction.
Pointed TV commercials: Coop bankers cause a stir with lullabies.
It received this from the Ruf Lanz agency: in 2003, their image campaign set new accents in bank advertising and profiled the historically founded UAP of the Basler Bank - prosperity with decency. The image campaign, which has won several national and international awards, provided proof of certain practices that are often attributed to the competition. Namely, that dormant accounts as well as bribery and corruption money are held there.
The response to the negative associations of the advertising campaign was not lacking. "Aided awareness has risen by an impressive 14% in the last two years," says CD Markus Ruf. Confirmed by the success of their impressive implementation, those responsible are now taking the communication strategy from the image level to the product level. Since the beginning of the week, a total of six new TV commercials have been showing what prosperity with decency means in concrete terms for customers: for example, sustainable securities funds that take into account ethical and social criteria as well as financial criteria, or the free private account from an account balance of CHF 1,000. "This time we have refrained from making a name for ourselves through the weaknesses of others," explains CD Danielle Lanz with a smile.
The new advertising idea is based on the idea that anyone who has invested their money with Bank Coop can sleep well. On the one hand, because they know their money is in professional hands. On the other hand, because they can also have a clear conscience, as their money is working according to moral and clean principles.
That's why employees of Bank Coop who are mentioned by name in the TV commercials sing well-known lullabies with conviction. Whether it's "Schlaf, Kindlein, schlaf", "Au clair de la lune" or "Buonanotte fiorellino", the employees of the decent bank wish everyone a peaceful night's sleep. Even those viewers who "can't yet benefit from our fee-free private account" or "eco-mortgages" are rubbed in the advantages of Bank Coop with delightful irony.
With such allusions and the polarizing implementation, the bank is aiming its brand values and products directly at target groups that have become more critical and price-sensitive. It is thanks to director Serge Höltschi that the situations in the premises of Bank Coop's headquarters do not become ridiculous for the "choir members".
For the lullabies performed in the open-plan office, the boardroom and the stock exchange room, the agency invited interested employees from all over Switzerland to take part in an elaborate casting process. All regions were represented in the commercials: Zurich, Basel, the Mittelland, French-speaking Switzerland and Ticino. "The bankers proved that they not only understand banknotes, but also musical notes," says Markus Ruf, looking back with satisfaction.
Pointed TV commercials: Coop bankers cause a stir with lullabies.
Luca Aloisi
