Ruf Lanz: Transparent communication
Bank Coop is committed to transparency vis-à-vis the customer. Ruf Lanz illustrates this claim with an eye-catching campaign that could not be more transparent.
Since July 1, 2014, Bank Coop has been the first bank in Switzerland to pass on all retrocessions to customers without being asked to do so. This applies not only to asset management mandates, but also to all advisory services and e-custody accounts. Only banks that do not withhold remuneration from third parties can provide truly independent advice to their clients. In addition, Bank Coop does not offer its own investment funds. Only those who do not have to sell their own investment funds can independently recommend the funds with the best investment opportunities. Bank Coop therefore always recommends those funds that offer the best opportunities in their respective category according to the objective criteria of the so-called "Best in Class" selection process.
This transparent business approach is reflected in Bank Coop's eye-catching new advertising campaign, created by Ruf Lanz. The creative team designed all advertising materials to be transparent: from posters to streetcar and bus notices to newspaper ads.
The stunning effect involved considerable effort, as Markus Ruf and Danielle Lanz explain: For the posters, shatterproof Plexiglas panels were cut to size and individually screen-printed. The poster panels were freed from the existing metal plates and converted to ensure complete transparency. Each of the total 242 poster sites was individually selected.
Preference was given to locations with a high dwell time: for example, train stations, bus stops and pedestrian passages. The Plexiglas posters can be recycled in an environmentally friendly manner after use. Finally, fair treatment of the environment is also one of Bank Coop's values, according to a statement. Special transparent paper was inserted into various newspapers for the advertisements.
Responsible at Bank Coop: Mathias von Wartburg (Head of Competence Center Marketing), Barbara Gürtler (Advertising Manager). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (creative direction), Thomas Schöb, Markus Ruf (text), Marcel Schläfle (art direction), Laura Hofer (graphics), Tanja Felix (consulting). Production: Richnerstutz. Media partner outdoor advertising: APG. Media agency: Mediaschneider.
