The financial sector is undergoing far-reaching change. Accordingly, new approaches and innovations are required and the market positioning needs to be sharpened. The Clientis Group has responded to this with a brand relaunch, among other things.
The Clientis umbrella brand brings together 15 independent Swiss regional banks that are characterized by a strong client focus. Regionality, client proximity, rapid local decision-making and agility are key. As a joint competence and service center, Clientis coordinates, among other things, the joint marketing and communication presence.
The Clientis banks have had a new image since July 2019, and the first group-wide campaign was launched in August 2019. Partner & Partner developed the positioning and branding, including CI/CD, in a multi-stage process with the project team, marketing management team and steering committee. Partner & Partner then designed the branding campaign and developed the templates for the communication tools. This was the biggest marketing project for Clientis since it entered the market.
The mortgage campaign is currently being implemented via billboards, POS, and advertisements. In the second half of the year, the banks will advertise their investment expertise. This is the second campaign wave that WVC is implementing for Clientis. Two years ago, WVC convinced the Clientis managers of its service offering in a pitch process.
In the first phase, the focus was on repositioning by means of an image campaign. The communication strategy was based on on- and offline communication tools. The first new product campaigns were then implemented in the same "look and feel" - the concise visual language and the typical Clientis color and embossing elements. In each case, a conspicuously placed button clearly highlights the product promise in order to increase the interest of the target group. The campaign tools are in use in the market areas of the Clientis banks - from the Bernese Jura to the St. Gallen Rhine Valley and from Fribourg to Schaffhausen.
Responsible at Clientis: Stefan Kaspar (Head of Corporate Communications Clientis), Philippe Haller (Head of Marketing Clientis Zürcher Regionalbank). Responsible at WVC: Kurt Wettstein (overall responsibility), Yves Seiler (consulting, project management), Angela Boog (DTP), Frank Schwarzbach (photography), Oliver Huber (JBW Media)
Using various media, the aim is to raise public awareness of the bank's strengths in the area of investment advice. The campaign can be seen on posters, advertisements and banners as well as in shop windows and at the POS.
Responsible at Clientis: Philippe Haller (Head of Marketing). Responsible at WVC: Kurt Wettstein (CD), Yves Seiler (consulting), Nicole Antonietti (graphics), Christoph Grünig (photography).
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