Wishes on credit
Finance: Credit Suisse is launching a new consumer finance bank with the help of Contexta and Ideenhaus.
Finance With the help of Contexta and Ideenhaus, Credit Suisse is launching a new consumer finance bank.Credit Suisse, one of the world's leading financial services providers, has launched a new consumer finance bank.
The company has launched a new bank and opened 21 branches. Bank-now, the independent subsidiary of Credit Suisse Group, has been responsible for the consumer finance business since January 2007. The new bank is the point of contact for private clients in the credit (Credit-now) and leasing (Lease-now) business areas.
Not only the name Bank-now, but the entire brand design comes from the Ideenhaus agency in Munich. The task for Ideenhaus was "to find a family of names for the corporate brand and the product brands in the areas of credit and leasing and to convey the brand values visually in an unmistakable and recognizable way," as Managing Director Marion Endres explains. International comprehensibility due to multinational target groups and maximum differentiation from the competition were two of the client's key requirements.
This design has now been implemented in a campaign to launch the bank by the Contexta agency in Bern. The agency is working with a two-stage launch campaign. The campaign kicked off with an original teaser campaign under the motto "Switzerland dreams".
In the final weeks of last year, anyone who wanted to could publish their biggest wish at www.dream-now.ch. Every week, the community voted to decide which dream would be supported with 10,000 francs. For example, a group of young people from Bern dreamed of traveling to the Mediterranean in a combine harvester and were able to win over 1,200 votes with this idea. In total, dream-now.ch had over 14,000 registered users. In this first phase of the brand launch, the community was introduced to the topic of "dream" and familiarized with the branding at the same time. It is only in a second phase that Credit Suisse is now coming out as the originator of the campaign.
In the actual launch campaign, the new bank is now being positioned with advertisements, posters, TV commercials and web banners. These get to the heart of the brand: with Credit-now and Lease-now, wishes come true very quickly. Contexta visualizes this with dream objects that have been transported directly from the car or fashion magazine to your own garage or shoe rack at home.
This mechanism is also used in the TV commercials: The objects of desire are seductively staged with elegant images. The surprise is all the greater when the furniture, cars, jewelry or plasma televisions are then unexpectedly torn out of the picture. The campaign thus stringently demonstrates how quickly and easily wishes can come true with Credit-now and Lease-now.
Sonar.brandandmusic was commissioned to develop the appropriate sound logo for the new brand. The aim of the sound branding element is to give the core elements of the new Bank-now brand an identity-forming role in the acoustic dimension. The result is a sound logo with a catchy tune character that musically conveys the claim "Live your dreams now" based on a melody, explains Andreas Graf, Managing Director Consulting at Sonar.
Andreas Panzeri
The company has launched a new bank and opened 21 branches. Bank-now, the independent subsidiary of Credit Suisse Group, has been responsible for the consumer finance business since January 2007. The new bank is the point of contact for private clients in the credit (Credit-now) and leasing (Lease-now) business areas.
Not only the name Bank-now, but the entire brand design comes from the Ideenhaus agency in Munich. The task for Ideenhaus was "to find a family of names for the corporate brand and the product brands in the areas of credit and leasing and to convey the brand values visually in an unmistakable and recognizable way," as Managing Director Marion Endres explains. International comprehensibility due to multinational target groups and maximum differentiation from the competition were two of the client's key requirements.
This design has now been implemented in a campaign to launch the bank by the Contexta agency in Bern. The agency is working with a two-stage launch campaign. The campaign kicked off with an original teaser campaign under the motto "Switzerland dreams".
In the final weeks of last year, anyone who wanted to could publish their biggest wish at www.dream-now.ch. Every week, the community voted to decide which dream would be supported with 10,000 francs. For example, a group of young people from Bern dreamed of traveling to the Mediterranean in a combine harvester and were able to win over 1,200 votes with this idea. In total, dream-now.ch had over 14,000 registered users. In this first phase of the brand launch, the community was introduced to the topic of "dream" and familiarized with the branding at the same time. It is only in a second phase that Credit Suisse is now coming out as the originator of the campaign.
In the actual launch campaign, the new bank is now being positioned with advertisements, posters, TV commercials and web banners. These get to the heart of the brand: with Credit-now and Lease-now, wishes come true very quickly. Contexta visualizes this with dream objects that have been transported directly from the car or fashion magazine to your own garage or shoe rack at home.
This mechanism is also used in the TV commercials: The objects of desire are seductively staged with elegant images. The surprise is all the greater when the furniture, cars, jewelry or plasma televisions are then unexpectedly torn out of the picture. The campaign thus stringently demonstrates how quickly and easily wishes can come true with Credit-now and Lease-now.
Sonar.brandandmusic was commissioned to develop the appropriate sound logo for the new brand. The aim of the sound branding element is to give the core elements of the new Bank-now brand an identity-forming role in the acoustic dimension. The result is a sound logo with a catchy tune character that musically conveys the claim "Live your dreams now" based on a melody, explains Andreas Graf, Managing Director Consulting at Sonar.
Andreas Panzeri
