Bank Cler Zak Aims to Create a Movie Theater Atmosphere

With Zak, Bank Cler’s neobanking app, anyone can become an investor. With «Zak Invest,» launching in early 2026, users will be able to trade more than 12,000 stocks, ETFs, and other funds on the world’s major stock exchanges directly from the app. To promote the offering, Bank Cler, in collaboration with Neu Creative Agency, has developed a special campaign centered around the Zurich Film Festival.

In addition to the main campaign launched earlier this year, Bank Cler is focusing on targeted activations to embed Zak Invest in the target audience’s daily lives. The current campaign uses the Zurich Film Festival and the cinematic atmosphere enjoyed by movie fans as its context.

A Humorous Tribute to a Classic Film

The campaign playfully draws on a thematically relevant film genre and applies its visual language to the topic of investing. The out-of-home campaign can currently be seen around Zurich’s Bellevue and plays on the expectations of moviegoers during the festival.

This initiative demonstrates how Bank Cler is using situational storytelling to attract new target audiences for its investment product. By linking the campaign to a locally rooted cultural event such as the Zurich Film Festival, the bank aims to increase the campaign’s visibility in urban areas.

Gregor Eicher and Debora Gassmann from Bank Cler were involved in the project. At Neu Creative Agency, Simon Rehsche, Sandy Pfuhl, Nico Ammann, and Fabienne Schoberth were responsible for the project. The photography was by Lukas Maeder, and phd handled the media planning.

Responsible at Bank Cler: Gregor Eicher, Debora Gassmann. Responsible at Neu Creative Agency: Simon Rehsche, Sandy Pfuhl, Nico Ammann, Fabienne Schoberth. Photographer: Lukas Maeder. Media: phd.

Bank Cler AI Campaign: Clichés as a Stylistic Device

Bank Cler is continuing its Bank Cler AI campaign—and switching up the sport. Following the AI-generated interviews with fictional ice hockey coaches—which were broadcast on television during live coverage of the Ice Hockey World Championship and garnered many positive reactions—soccer coaches are now taking center stage. The format is once again being produced by Neu Creative Agency, which previously developed and produced the concept for the ice hockey spots.

The new commercials follow the same concept as their predecessors: fictional coaches speak in typical sports clichés—exaggerated, entertaining, and anything but clear in terms of content. It is precisely this deliberate ambiguity that contrasts with Bank Cler’s brand essence; through its image campaign, the bank positions itself as one that provides financial clarity.

Soccer as a New Context for the AI Format

The decision to switch to soccer in light of current events is an obvious one: The format thrives on the recognizability of certain sports and their typical communication patterns. Soccer coaches are considered a particularly rich source of clichés and meaningless statements—fertile ground for the campaign’s satirical concept.

The commercials are shown online in relevant contexts and appeal to an audience that follows the sport and understands the context of the coaches’ exaggerated statements.

https://vimeo.com/manage/videos/1202478439

https://vimeo.com/manage/videos/1202477204/5e853eaa75

Continuity as a Strategy

The fact that Bank Cler is continuing this format following its success with the hockey campaign shows that AI-generated content is increasingly being used as a permanent production tool in day-to-day campaigns—not just as a one-time experiment. The use of artificial intelligence makes it possible to respond promptly to current sporting events and to adapt the creative concept flexibly to new contexts.

Responsible at Bank Cler: Gregor Eicher, Barbara Tanner. Neu Creative Agency: Simon Rehsche (Neu Creative Agency), Nico Ammann (Neu Creative Agency), Fabienne Schoberth (Neu Creative Agency). Media: PHD.

During the Ice Hockey World Championship, Bank Cler aired TV commercials that were produced specifically for broadcast during live coverage. The Bank Cler AI commercials, developed by Neu Creative Agency, parody the typical sideline sports interview—with wit and a knack for timing.

Sports Interviews as a Source of Inspiration

Sports interviews are as much a part of sports coverage as ice is to an arena—and they’re often just as full of clichés and stock phrases as they are entertaining. It was precisely this insight that served as the creative foundation for two TV commercials in German and French, developed and produced by Neu Creative Agency. The spots are presented in the style of real live interviews from the sidelines and humorously exaggerate this interview genre.

These individual spots, aired in contextually relevant settings and at key moments, support Bank Cler’s ongoing image campaign, through which the bank positions itself as a provider that brings clarity to financial matters. The so-called live interviews were shown, among other places, during a commercial break in the broadcast of the Switzerland vs. Norway semifinal on Swiss television.

Bank Cler AI Ads: Transparency in the Use of Generative Technology

The commercials were produced in-house by Neu Creative Agency using AI and were appropriately labeled for broadcast. Gregor Eicher, Head of Marketing & Sales at Bank Cler, explains: «We are generally very cautious about using AI, especially when it comes to depicting people. When authenticity is required, we generally rule out generative creation; in any case, we transparently label our content when it is AI-generated. We’ve learned a lot again during the production process and the necessary fine-tuning.»

What would have been impossible using traditional methods

AI made it possible to create footage in a realistic-looking setting that would not have been feasible using traditional production methods. Simon Rehsche of Neu Creative Agency adds: «In this case, we were able to produce a film set in a realistic-looking environment—something that would have been impossible using traditional methods—and the campaign humorously brings together the current context with a specific insight.»

Learn more about Bank Cler and its branding campaign at www.cler.ch.

Responsible at Bank Cler: Gregor Eicher, Head of Marketing & Sales. Neu Creative Agency: Simon Rehsche, Nico Ammann, Fadi Nemr. Media: phd.

Bank Cler Campaign with a New Focus

Bank Cler’s long-running campaign platform, «Time to Talk About Money,» is set to continue. In terms of content, the Bank Cler campaign is shifting its focus to a new area that stems directly from the company’s strategy: With «financial clarity» as its central theme, the bank is now positioning its entire service portfolio under a single, overarching promise. The concept was developed in collaboration with its long-standing agency, Neu Creative Agency.

Three promotional spots explore the theme of clarity on different levels—in settings that are sometimes more, sometimes less reminiscent of everyday life. The spots are airing on TV and online across various platforms. The campaign has been on air throughout Switzerland since May 18.

Clarity Across All Channels

Large-format posters and online initiatives link «financial clarity» to Bank Cler’s various offerings. Corresponding landing pages build on these initiatives and expand on the campaign in a way tailored to the needs of different target groups.

Behind the Scenes of the Bank Cler Campaign

Christian Schilling directed the film; Jingle Jungle handled the sound design; and Markenfilm Schweiz produced it. The team at Neu Creative Agency included Nico Ammann, Simon Rehsche, Fabienne Schoberth, Adrian Staehelin, Pian Gumpp, and Bettina Beyeler, among others.

For more information about Bank Cler and its services, please visit https://www.bankcler.ch.

Bank Cler: Gregor Eicher, Barbara Tanner, Sarah Braun. Neu Creative Agency: Nico Ammann, Simon Rehsche, Fabienne Schoberth, Adrian Staehelin, Pian Gumpp, Bettina Beyeler. Markenfilm Schweiz: Joel Scheidegger. Director: Christian Schilling. Sound design: Jingle Jungle.

How much potential is there in a 20-franc note? More than you might think - at least if you look at it the way Bank Cler does in its new poster motif. The motif shows a classic banknote that grows beyond its edges: in the extended illustration, things that can be made possible with money unfold around the note - traveling, creating a home, providing for a family.

This visualizes the bank's advisory promise in a surprising, artistic way. If you have your finances in order, you can get more out of them - and realize your life plans step by step. The poster takes it literally and calls out: "Make more of your money."

The extended note was illustrated by Lucerne-based graphic designer and illustrator Amadeus Waltenspühl, whose work has already won several awards and been exhibited internationally. His sensitive handwriting turns the banknote into an organically growing work of art that shows how much potential there is in good advice.

The poster was placed in places where new things are being created - for example at the ZHdK, the Zurich School of Design and the Lucerne School of Art and Design.

Responsible at Bank Cler: Gregor Eicher, Barbara Tanner. Responsible at Neu Creative Agency: Sandy Pfuhl, Adrian Staehelin, Jacqueline Hugentobler, Pian Gumpp, Maison Fitzgerald, Adriana Stepanov, Fabienne Schoberth, Nico Ammann, Simon Rehsche Illustration: Amadeus Waltenspühl, Visual Eyes

An Award with Significant Impact

On August 21, the title "CMO of The Year" will be awarded for the fourth time - an award that underlines the relevance of marketing and communication in the Swiss economy. In times of digitalization, sustainability and a growing need for meaning, the CMO profile plays a central role. The award-winner exemplifies excellence in brand management, customer focus, innovative strength and leadership quality.

An experienced marketing strategist with attitude

Gregor Eicher has been with Bank Cler since 2016. Initially as Head of Marketing, he also took over the Sales division in 2022. Prior to that, he spent 14 years at Credit Suisse, most recently as Vice President Global Media Strategy. His approach: innovation paired with analytical thinking, creative curiosity and a sense of self-irony.

He sees himself as someone who builds "a good bridge between both sides of the brain" - creative in storytelling, but equally strong in data-driven analysis. "We don't want to polarize for the sake of pure provocation, but we are aware that we won't please everyone with the campaign. We accept that," says Eicher.

Success story 2024: growth, impact, effectiveness

In the past financial year, Bank Cler increased its profit to CHF 43.6 million (+1.1 % compared to the previous year), client assets grew by 2.8 % and the number of clients by 2.1 %. Eicher and his team also made headlines in terms of communication:

The out-of-home campaign "Werbung naja, Zins gut" was named Campaign of the Year 2024.

The "Zak" campaign "Get Zak as your second bank" received a silver Effie. The "Passig Geld" initiative met with a particularly positive response both internally and externally.

Eicher always emphasizes the team effort: the successes are not only personal awards, but also recognition for the "top team" and the agency partners.

Modern brand management with a clear signature

Bank Cler does not want to be a generic bank. Under Eicher, it positions itself as a modern retail bank with a national approach that is dedicated to dialog about money. With humorous, pointed and differentiating campaigns, the brand consciously sets itself apart from the mainstream.

This is particularly evident in the neobanking app Zak, which is positioned as a smart second bank. Since April 2024, a new savings account with attractive interest rates has been integrated there. The user interface has also been completely redesigned - a clear commitment to the user experience. At the same time, the bank also invested in the physical customer experience, for example with the redesigned branch in Neuchâtel and a new location in Lucerne.

Sustainability meets sponsorship

Bank Cler's sustainable investment solutions were awarded the "MSCI ESG Fund Rating" - proof of the consistent expansion of sustainable offerings. The bank also lives the purpose concept in its sponsoring activities: with formats such as "riser", a platform for up-and-coming talent in music, electronics and classical music, or the collaboration with the Swiss Youth Symphony Orchestra.

Conclusion: Marketing that moves

Gregor Eicher is an example of a new generation of CMOs who take a holistic approach to brand management: close to the customer, clear in purpose, bold in creation and resilient in figures. His nomination for "CMO of The Year" is an expression of this attitude - and a sign that banking can be done differently.

Bank Cler set a milestone with its launch in 2018: the neobanking service "Zak" is designed from the ground up for mobile use and is significantly faster and more intuitive than traditional mobile banking. The division of the balance into individual budget pots is particularly popular - a concept from behavioral economics that perfectly suits Zak's young target group.

UI refresh: familiar patterns, brand-typical experience

Zak is constantly being developed further based on findings from regular user research. In a process lasting several months, Scholtysik has now completely revised the app's interface design and created new features. The fresh Zak experience is more closely aligned with current best practices in mobile operating systems. The advantage for users: Even complex banking transactions can be completed more quickly and easily.

New features and refresh pay off

The new features and the modernized interface are already proving successful, according to the information provided. The new savings feature has already attracted over 120 million francs in the first few months. Downloads and usage are also continuing to increase, with the app gaining over 10,000 new customers within a year.

People who have their finances in order live better lives in many respects. Bank Cler presents the many positive effects in its image campaign launched in summer 2024 with a humorous film series, among other things.

At the end of the year, the bank and its core agency Neu Creative Agency activated the communication platform with various measures. To this end, the bank places the topic of finance in the context of a New Year's Eve party. The main protagonist is a young man who starts the countdown to the new year a little early - and loudly - and thus irritates his fellow revelers. The message is that those who have their finances in order will also celebrate the New Year more euphorically. The film gained widespread visibility on YouTube and Instagram between Christmas and the end of the year.

In the final weeks of the year, a series of display banners also placed the topic of financial well-being in the context of other seasonal themes and encouraged people to take advantage of Bank Cler's advice as a first step towards the benefits of regulated finances.

Even easier to digest than the banners are various content formats that continuously address different aspects of financial well-being in a surprising and entertaining way on social media.

The campaign is activated continuously and picks up on current events and target group-specific topics. The measures range from the image level to the promotion of individual Bank Cler offers.

Responsible at Bank Cler: Gregor Eicher, Barbara Tanner. Responsible at Neu Creative Agency: Simon Rehsche, Nico Ammann, Sandy Pfuhl, Adrian Staehelin, Elif Soysal, Pian Gumpp, Fabienne Schoberth, Romana Schmidtpeter, Fadi Nemr. Directed by: Samuel Morris. DOP: Fabio Tozzo. Film production: Marty Trezzini. Production: Gianluca Trezzini, Yves Marty. Sound: Dubdub.

Every year, the "Swiss Out of Home Award" honors analogue, digital and innovative outdoor advertising in Switzerland. A total of 163 entries were submitted in 2024 - 30 of which were nominated by the jury. The award ceremony took place on Thursday as part of the industry event Woohw!, which was organized by the Swiss Outdoor Advertising Association AWS and supported by APG|SGA, Goldbach Neo and Horizon.

The independent expert jury of 14 personalities from advertising, culture and design announced and awarded the 15 winning campaigns of the Swiss Out of Home Awards in gold, silver and bronze during the Award Night at the Stage One Event & Convention Hall in Zurich.

The gold winners operate in very different areas of application for OOH media: From the personnel campaign for over 50s (category Public Service) of VBZ to the summer campaign "Cool down in the Museum" (category Culture) for the Museum Haus Konstruktiv to the subscription campaign (category Commercial Local & Regional) for the weekly newspaper Woz.

Bank Cler's "Werbung naja, Zins gut." campaign received the main "Campaign of the Year" award and also won gold in the Commercial National and Digital Out of Home categories. The bar was set particularly high in the Out of Home Innovations category: "Unfortunately, no project in this category was deemed worthy of an award by the jury in the current year," says Christian Brändle, jury president and director of the Museum für Gestaltung Zürich.

Supporting program with keynote and panel

The Woohw! industry event was preceded by the conference. The technical part started in the afternoon with keynotes from the Neuromarketing expert Gesa Lischka and neuropsychologist Prof. Dr. Lutz Jäncke from the University of Zurich. The subsequent panel discussion featured Antonia Lepore (CMO, Axa Switzerland), Oliver Schönfeld (Managing Director TWmedia, The Whole Media), Stefan Vogler (Lecturer and Head of the CAS Marketing Communications course, HWZ) and Gesa Lischka. The panel was moderated by Johannes Hapig, co-editor-in-chief of m&k.

The sponsors Setaprint, Richnerstutz, Burri Public Elements and Media Focus were present with interactive presentations. HP3, a mobile trio with saxophone, double bass and minimal drum set, provided the sound for the dinner and party. The more than 350 invited guests partied in high spirits until late into the night.

m&k is media partner of the industry event Woohw!

«Time to Talk About Money» Moves into the Next Round

Bank Cler’s «Time to Talk About Money» communication platform, which has been in use for seven years, is adding a new chapter with this fresh focus. Through ongoing storytelling and holistic engagement throughout the customer journey, this initiative aims to further boost brand awareness and differentiation. With this campaign, Bank Cler addresses a topic that allows it to link its «Time to Talk About Money» philosophy with a value proposition. Product and service communications can be integrated under this overarching promise, which is intended to further increase relevance for the target audiences.

Responsible at Bank Cler: Gregor Eicher, Barbara Gürtler, Sarah Braun. At Neu Creative Agency: Nico Ammann, Simon Rehsche, Fabienne Schoberth, Adrian Stähelin, Sandy Pfuhl, Romana Schmidtpeter, Andrea Braschler, Adriana Stepanov. At CZAR Film: Kai Schonrath (Director), Robbie van Brussel (Director of Photography), Florian Nussbaumer, Sandy Blum, Nadia Staehelin Media: Ph.D., Switzerland.

Since interest rates have been rising, saving has become more interesting again. To get customers interested in the Savings Account Plus, Bank Cler is launching a campaign developed by Neu. This is based on two simple insights: Firstly, savings accounts don't need much explanation or imaginative reasons - what counts is quite simply the interest. And secondly, the more boring the product category, the more surprising the advertising should be. And since surprising advertising is always a matter of taste, the campaign makes a self-deprecating point: "Advertising is fine, but the interest is good".

The campaign is activated in different ways on numerous channels. It started with a teaser in which a focus group finds the planned campaign "a bit strange" (Werbewoche.ch reported). A few days later, the campaign was properly launched. In films on TV and on numerous online channels, a talking sheep and a couple who meet again after many years play the leading roles.

The campaign gets its channel-appropriate implementation concept on "perhaps somewhat penetrating" banners and posters, in "perhaps somewhat monotonous" or "over-excited" radio spots or even in a "perhaps somewhat dark" spot in the cinema.

And this continues through to the ATM screens, window stickers for the branches and numerous special measures. All of these measures complete the campaign along the funnel and are intended to ensure an entertaining and varied, but essentially consistent and very product-oriented campaign.

Responsible at Bank Cler: Gregor Eicher, Barbara Gürtler. Responsible at Neu Creative Agency: Simon Rehsche, Sandy Pfuhl, Adrian Staehelin, Nico Ammann, Pian Gumpp, Finn van Grondel, Bettina Beyeler, Fabienne Schoberth. Film production: Zauberberg Productions. Directed by: Micky Suelzer. Media: PHD Switzerland.

In a teaser, a focus group is presented with the new campaign that is to be launched soon. The discussion is rather hesitant. The group seems somewhat irritated - and the verdict is mixed.

The campaign teaser is currently running on online channels. The Neu agency (formerly Heimat Zürich) is responsible for the teaser and the film was produced with Tasty Pictures. According to Neu, the campaign will be launched "very soon".