Strategy & Target Audience Analysis
Growing & sustaining Brand Equity
Motion Graphics & Animation
Film, Corporate & Commercial Movies
Digital Marketing Campaign & Social Media
The Raiffeisen Group launched a new image campaign in mid-October 2023. Under the slogan "What defines us", the bank shows what it stands for and how it differentiates itself as a cooperative from its competitors. FS Parker ensures an effective brand presence with a pointed realisation.
After the Raiffeisen Group (the association of all Swiss Raiffeisen banks) has strongly focussed its advertising activities on performance in recent years, the cooperative bank is now launching a national image campaign. The campaign centres on the themes of the cooperative, proximity and competence.
"Competition for customers in the banking sector is increasing. As a cooperative bank, Raiffeisen is unique in many respects and in some cases stands out strongly from its competitors. We want to use this starting position to talk about what makes us special today in our new campaign. In addition to our social commitment, this includes very specific added value that we provide for our members and customers every day," explains Sandra Bürkle, Head of Marketing at Raiffeisen Switzerland.
For an effective image campaign that works both nationally and regionally, the Raiffeisen Group, which is organised as a cooperative, needs a communicative bracket. The campaign claim "What defines us" forms this bracket. It enables the individual banks to take up the national campaign focal points and charge them with strong, local content and statements.
Hannes Sigrist-Thompson, Executive Creative Director at FS Parker, describes the main focus of the new campaign as follows: "It was important for us to place the cooperative values and attributes at the centre of our communication. The challenge here is that the message has to work even if the viewer only pays attention to us for two seconds. This can only be achieved by focussing on the absolute essentials. Which brings us to the campaign claim "What defines us". With just a few words and an expressive visual language with a lot of humanity, the message of what really makes Raiffeisen special sticks even when scrolling past, scrolling or zapping in."
Benjamin Franz, Creative Director at FS Parker, adds: "When it came to the visual language, we focussed exclusively on showing people and getting to the heart of the matter. In this way, we connect the attributes with people and can quickly show how Raiffeisen differs from other banks." Raiffeisen creates sustainable added value for members, society and customers, especially when it comes to regional commitment and putting the customer at the centre. This needs to be communicated.
To play out the themes as a campaign, a total of five vignette adverts and stories were developed to convey Raiffeisen's main messages: Stability, closeness, advantages, entrepreneurship, sustainability and perspectives. "We are proud to be able to support one of the strongest Swiss banks with our work and this image campaign. We are delighted that we were able to gain the trust of those responsible," says Michaela Aerne, COO at FS Parker. The campaign was launched throughout Switzerland in mid-October 2023 and is set to run until 2025.
