Structured Products Take Center Stage in Leonteq's Digital Campaign
The Swiss fintech company Leonteq has expanded its offices in Hong Kong and Singapore into key pillars for the Asian growth region. The Leonteq digital campaign, developed by the Zurich-based communications agency Atoll, is specifically targeted at independent wealth managers in these two highly regulated markets. In these markets, structured products are considered a stable, well-established component of professional wealth management.
In particular, so-called Actively Managed Certificates—AMCs for short—are expected to become better known among independent asset managers. These instruments allow for rapid portfolio adjustments while enabling highly specific investment strategies. Leonteq’s AMC offering therefore forms the core of the campaign.
Origami as a visual motif
For the digital campaign, Atoll developed visuals that are immediately associated with an Asian tradition in Hong Kong and Singapore: origami. The stylized paper figures combine design precision with cultural roots—and thus convey the value proposition of Leonteq’s financial products in a visual way.
The connection to locally known animal species draws additional attention. The iconic beak of the black-faced spoonbill is well known in Hong Kong, while the crimson sunbird is Singapore’s unofficial national bird. Both motifs appear as origami figures in the promotional materials.
A mix of static and dynamic advertising materials
The English-language campaign relies on a mix of static and dynamic advertising materials. It is being run through direct bookings on the major financial portals, as well as programmatically and via LinkedIn. Media planning is handled by ptarmigan media.
With this combination of culturally rich visual language and precise media planning, Leonteq is positioning its AMC offering in two of Asia’s most important financial centers—thereby making Atoll a creative partner for internationally oriented B2B communication.
Responsible at Leonteq Securities: Katja Karpf (Marketing & Communications Specialist), Céline Niederberger (Digital Marketing Analyst), Maria Carvalho (Senior Graphic Designer), Dominik Ruggli (Head of Investor Relations, Communications & Marketing); responsible at Atoll: Axel Eckstein, Alexander Kranz-Mars; Media: ptarmigan media
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The core message of the chosen concept is to escape the pull of tradition. Leonteq is an established company, but its approach remains a counter-thesis to old ideas in finance. Digitalization makes it easier than ever for professional and private investors to access structured products. This liberation through technology is symbolized by astronauts hovering in front of or inside time-honored buildings. In architectural styles that are typical of financial institutions in Italy.
The media plan envisages a four-week out-of-home campaign. The more than 30 campaign subjects will be published exclusively in English, mainly in the vicinity of trade fairs and the headquarters of companies in the financial sector. The numerous formats include digital posters, door and floor stickers, escalator signage and the branding of means of transportation.
Responsible at Leonteq Securities AG: Marina Buonocore (Marketing & Communication Officer), Maria Carvalho (Senior Graphic Designer), Rui Batista (Senior Multimedia Designer), Katja Karpf (Marketing & Communications Specialist), Dominik Ruggli (Head of Investor
Relations, Communications & Marketing); responsible at Atoll (Concept, design, image production): Axel Eckstein, Alexander Kranz-Mars; Media: IGP Decaux.
As a charitable foundation, the Hilti Family Foundation Liechtenstein (HFFL) has defined the focus of its activities for the coming years: the promotion of biodiversity. In the search for a long-term communications partner, the choice fell on the Zurich agency Atoll. "Atoll put together an overall package that convinced us all around, both strategically and creatively," says HFFL Managing Director Michelle Kranz, explaining the decision. Atoll developed the central idea and conceived and designed all content for all communication disciplines: Branding, advertising, content, web and UX design.
This week, the first results of the collaboration will be presented to the public. The newly developed label "Supergut" awaits with a Web portal and several social media channels, as well as with a launch campaign consisting of print and poster campaigns, display and video ads, TV and radio spots. The communication measures are primarily seen in Liechtenstein and the surrounding area.
The static formats make an impact with striking headlines in various color combinations, while the moving image formats show authentic ambassadors in matters of biodiversity. The ten Liechtenstein actors and actresses each had two storylines written all over them and were staged as a film at numerous original locations.
The "Supergut" brand created by Atoll focuses strongly on the so-called ecosystem services and presents many of them individually and explicitly. Partly by analogy with supermarkets, which can also be regarded as a kind of basic provider with a diverse range of products. People do not help themselves there for free, but quite naturally provide a service in return, without which a secure supply cannot function in the long term. Summarized as a brand claim: "Biodiversity provides for us. Let's provide for them."
"To date, attempts to raise awareness on the topic of biodiversity have often focused on the intrinsic value of nature, embodied by threatened, charismatic animals," explains Atoll partner Axel Eckstein. "In our eyes, however, mainstreaming does not succeed without a focus on the benefits for people. This convinces even the skeptics who were previously unaware of the connection between their lives and that of a frog."
Accordingly, the colorful brand, both in form and content, aims to activate through joy rather than alarm. "We were looking for a short, positive name. And you can't get any shorter and more positive than 'supergut'," says Alexander Kranz-Mars, also a partner at Atoll.
Last but not least, the brand platform wants to create new synergies between the many active people who have been working for more biodiversity in Liechtenstein for a long time. A number of renowned experts have been recruited for an advisory board that provides professional support for the initiative.
"A challenge like improving biodiversity is something we can only all tackle together. Nothing less is planned for next year. Among other things, there will be an exhibition that Atoll is leading the development of," concludes Fritz Hanselmann of HFFL.
Responsible at Hilti Family Foundation Liechtenstein: Michelle Kranz (management), Fritz Hanselmann (communications management), Nicole Thoeny, Peter Beck (project management). Responsible at Atoll: Axel Eckstein, Alexander Kranz-Mars; content production: Atoll and Constantin Camesasca, Jasmine Blötzer, Nemi Wildbolz, Markus Stähli, Susanne Quaderer. Film production: Shining Film, directed by Hannah Dobbertin. Audio production: NJP Studios.
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The internationally active derivatives specialist Leonteq is going on the offensive in terms of communication this spring. To this end, the Zurich agency Atoll has been commissioned to develop a campaign that makes Leonteq even more widely visible as a brand, while at the same time attracting leads among professional investors: independent asset managers and those responsible in banks and family offices. These can request a booklet with exclusive content on a landing page.
At the center of the campaign is a universe of numbers. It embodies the countless possibilities for discovering new financial instruments. In this way, the company wants to make it clear that financial engineering means pushing the boundaries of what is known and feasible. This further expands the Space theme from 2022 and also aligns it with product-related messages. The campaign visuals are entirely computer generated. To achieve the desired aesthetics, the complex light and matter phenomena in space first had to be recreated before they could be used artistically.
Static and moving image subjects in four languages are played out in more than 40 advertising formats. The focus is on Switzerland and Italy with online and print placements in financial and business publications, native ads in newsletters, video ads on Linkedin and Twitter, and large spaces at train stations and airports, especially digital screens.
Responsible at Leonteq Securities: Katja Karpf (Marketing & Communications Specialist), Céline Niederberger (Digital Marketing Analyst), Dominik Ruggli (Head of Investor Relations, Communications & Marketing), Marina Buonocore (Marketing & Communications Specialist). Responsible at Atoll: Axel Eckstein, Alexander Kranz-Mars; film production/CGI studio: Virtual Republic; media agency: Adisfaction Annex.
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With a new image campaign, Männedorf Hospital wants to complete its brand renewal activities. During the covid pandemic, a new website and a new corporate design were initially launched. What was still missing were advertising measures coordinated with these. These are intended to anchor Männedorf Hospital even more firmly in the minds of the population in the catchment area.
For this purpose, the Atoll agency developed a guiding idea that brings medical expertise and holistic patient understanding into a surprisingly simple context: At Männedorf Hospital, it is not just illnesses that are treated, but above all people. Because every person can expect not to be turned into an object in everyday hospital life, with statements like "How's the liver in room 12?
The campaign runs from September to November with a focus on Zurich and the right bank of the lake in the form of posters, newspaper ads, radio spots and digital formats.
Responsible at Männedorf Hospital: Martina Meyer, Rea Sturzenegger; responsible at Atoll: Axel Eckstein, Alexander Kranz-Mars; Photography: Désirée Good, Audio production: NJP Studios.
Radio spots
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Leonteq is a global financial specialist headquartered in Zurich. Its core business is the production and distribution of structured investment products, and since the end of 2020 the company has had a branch in Milan. The continued demand for structured products in Italy drove the decision to intensify brand work in the market there.
To this end, the Zurich agency Atoll developed a TV spot that stylistically makes the reference to the technological in the brand's DNA, but even more illustrates the possibilities of modern financial instruments. An astronaut floats through space with his jetpack. The scene is meant to symbolize total limitlessness and at the same time the control it takes to get where you want to go. Leonteq's in-house online marketplace offers more than 40,000 structured products from a wide range of asset classes, as well as various features for their management.
The media strategy focuses on TV: the spots are used in the context of high-scoring news, sports, finance and political formats on the top 5 stations.
Linear television continues to play a central role in the Italian media landscape. At around five hours, daily consumption is more than double the figure for Switzerland and rose further with the Covid pandemic; also in the target group of wealthy middle-aged private investors.
Responsible at Leonteq Securities: Katja Karpf (Marketing & Communications Specialist), Dominik Ruggli (Head of Investor Relations, Communications & Marketing). Responsible at Atoll: Axel Eckstein, Alexander Kranz-Mars. Film production: Boutiq Films. Recording studio: Bloop Sound and Music. Media agency: Publieurope.
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For around 140 years, Männedorf Hospital has been committed to the health and well-being of the people on the right bank of Lake Zurich. The hospital covers basic medical care but also offers specialized services.
The development from a regional hospital to a networked healthcare partner called for a new website. Atoll was entrusted with the implementation of the new website.
In a deliberate departure from the clinical coldness of typical hospital presentations, the new website is intended to show the human face of cutting-edge medicine - with warmth and empathy.
This only made maximum user centricity seem even more compelling. Navigation is no longer a direct reflection of the internal organizational structure with its special clinics, but now follows the behavior of the users. Their main interests lead them to key topics where they experience the most diverse competencies of the hospital as a meaningful unit.
One of the challenges was to create the optimal access points for each use case without compromising the establishment of a logical architecture.
Responsible at Männedorf Hospital: Martina Meyer, Michèle Belviso. Responsible at Atoll (Lead Design, UI/UX): Alexander Kranz-Mars, Axel Eckstein. Responsible at El Patio Studio (Web Development): Vladimir Knobel, Marcos Irureta Goyena. Photography: Désirée Good, Christine Strub, Esther Signer. CI/CD: Designport. Brand Positioning: Crafft.
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Axel Eckstein and Alexander Kranz-Mars (from left).
In doing so, they make a point of putting companies and consumers on the same footing. Kranz-Mars: "We carefully prepare both sides to have great experiences - with each other." For them, it's about "not seeing consumers as victims who are being digitally stalked, but as human beings like the rest of us. And as such, most of us prefer equal dialogue. Regardless of whether you're wearing the buyer's hat or the seller's hat."
The two agency owners say they score points by combining their experience from advertising and design agencies. "Alex is a 360-degree designer and he has known the digital sector for more than 20 years. As a lecturer, he also passes on his UX knowledge to students," Eckstein said. Kranz-Mars on his business partner: "Axel was at BBDO, Jung von Matt, Havas and Leo Burnett and has made a name for himself not only as a top creative but also as a brand strategist."
The agency already serves large clients from the industrial and service sectors, as well as smaller companies and start-ups. According to the statement, the range of services demanded has become ever greater and the process is increasingly leading up to the development of business models. "We're comfortable with the fundamental questions," Axel Eckstein explains, "and unlike a traditional management consultancy, we always keep an eye on whether problem-solution fit and value proposition ultimately turn into successful communication."
The agency founders demonstrate what this can look like right away in their own cause. For their first project under the name Atoll, they didn't develop a campaign, but a product: a glove wiper from the 3D printer. A pro bono project to improve hygiene in hospitals and wherever protective gloves need to be changed frequently. Thanks to the collaboration with two specialized companies from the field of additive manufacturing, the glove wiper could be made available in the shortest possible time, also as a free download under Atoll.cc/gloveremover.
Axel Eckstein
Founder and partner of Atoll. Member of the Account Planning Group Switzerland, ADC Switzerland and ADC Germany. 350 creative awards. Stations: Executive Creative Director at Leo Burnett and Havas in Zurich, Art Director at Jung von Matt in Zurich and Frankfurt and at BBDO in Düsseldorf.
Alexander Kranz-Mars
Founder and partner of Atoll. Lecturer in graphic and screen design, book author and game developer. Stations: Owner of plusgestaltung, senior consultant at Nose and partner at Crafft in Zurich. Digital art director at Stuttgarter Zeitung. Designer in London and Sydney.