Successes are decisions
Paths to success are lined with decisions. No one knows this better than top footballers in the English Premier League. In Swissquote's latest campaign, Maxomedia goes in search of the all-important moments in their careers.
Whether on the football pitch or on the stock exchange, behind victories there is often a single match-deciding moment. In the latest Swissquote campaign, Maxomedia focuses on the similarities between traders and professional footballers and takes fans on a journey to the origins of success. The centerpiece is an approximately 100-second film that traces the football stars back to their childhood days. The success stories are told in reverse. This makes it clear without mincing words: victories are not products of chance.
Global campaign with focus on Gulf region and China
"Wins are decisions" (claim in German: "Erfolge sind Entscheidungen") is then also the guiding principle of the online bank's latest campaign for its foreign exchange (forex) trading business. The task was to continue leveraging the existing strategic partnership with the world's most valuable football brand (according to Brand Finance Football 50 2017). Swissquote wants to further promote its brand globally. The focus is on the Gulf region and China, which is why the campaign was produced in Arabic, Mandarin and three other languages in addition to English. After the successful previous campaign "Take The Lead", the aim was to continue along the same path and to once again positively charge the Swissquote brand.
Comprehensive measures
The long version clip can be seen exclusively online and is supplemented on social media by two teaser variants. They invite viewers to immerse themselves in the story and watch the spot in full length. A TV version, played on CNBC Arabia and Eurosport, and a version for domestic cinemas are also attracting attention in Switzerland.
The Premier League club from the English city of Manchester is receiving support in the social media. The club has around 74 million followers on Facebook, over 16 million on Twitter, and 9.2 million on Weibo, the microblogging platform popular in China. A landing page with banners (including retargeting) and two megaposters at Geneva Airport round off the campaign.
Three USPs - three key players
The advertising material gets to the heart of Swissquote's three USPs: security, expertise and potential. They are embodied by three different types of players. While the club's goalie secures the back (and thus stands for security), the midfielder supplies the striker with balls. They are the perfect extension of the USPs potential and expertise.
Responsible at Swissquote Bank: Jan De Schepper (Head of Marketing), Romain Le Baud (Head Forex & Digital Marketing), Jennifer Traboulsi (Event & Sponsoring Manager). Responsible at Maxomedia: Simon Muster (overall responsibility), Reto Schild (creative direction), Andrey Klemenkov (art direction; text/concept), Yves Krähenbühl (graphics), Virginie Schneider (project responsibility), Yvo Buchegger (project responsibility), Delphine Froment (project responsibility). Film production: Woop Productions, Philippe Woodtli (Managing Director). Woop.biz.
