Banks are not sexy
Challenge
When young people think of this major Swiss bank, they do not imagine a particularly sexy enterprise. Many youths and students are simply unaware of the products that Credit Suisse has in store for them. Reaching this target group requires a long-term campaign highlighting that Credit Suisse is, in fact, relevant to them and offers plenty of exciting options in a range of topics. The campaign aims to help young people and students to stand on their own two feet and go their own way.
„The best thing about the campaign is that the stories created for TV and OOH have been enriched with real stories from people who have actually done it. This gives the campaign so much more relevance and authenticity.“
Group Account Director
Serviceplan
By and for the young
Solution
The heart of the campaign is formed by a manifesto film motivating young people to follow their ideas and actively shape their future. The online campaign features videos and various social media activities alongside eight creations for DOOH, traditional posters and POS adverts, materials that are meant to convey the spirit of the campaign to each target segment. The website provides useful advice about each of the campaign topics. The campaign extends to Instagram, where the concepts are supplemented by real-life stories: short, real profiles of young people explaining what motivates them and helps them move forward.
Key Facts
„I have fond memories of working with Serviceplan. Competent, creative and customer-centred. There would have been no other way to win a joint Effie.“
former Head of Marketing Private Clients
Credit Suisse
„“Go for it.” is an invitation to self-empowerment. “Go for it.” is a consistent story platform. “Go for it.” is simply so much more than advertising.“
Chief Creative Officer
Serviceplan
Key Takeaways
#1
Fresh campaigns can also be developed for large corporate companies.
#2
Campaigns for young people are better developed with young people.
#3
Advertising can be encouraging, but also challenging.
