Courting high net worth individuals around the world

In the media strategy, it was particularly important to prevent wastage and still generate the necessary multiple contacts in the defined target group. For this purpose, market research results were compared with existing international studies in order to obtain a solid database for each touchpoint and to determine the optimal target group. The target group is demanding, solution-focused and very agile with an international footprint. Accordingly, the campaign messages were targeted to topics that are most relevant in the lives of the target group, and the imagery was chosen to stand out from the competition.

In this campaign, Jung von Matt/Impact was able to combine its expertise in international online marketing with its strengths in media mix planning across all media disciplines. By using illustrations, the campaign developed by Jung von Matt/Limmat can be flexibly adapted to different media environments. Thus, the campaign fits perfectly into relevant business and financial environments as well as luxury and leisure sectors. In the media mix, digital, ambient and print play together on a global level. In order to optimally place locally oriented measures such as ambient, four of EFG International's most important markets - Switzerland, London, Singapore and Hong Kong - were selected. With ambient campaigns and partnerships with entrepreneur hubs as well as pointed online behavioral and intent targeting, the customer journey of potential private bank clients was occupied. The goal is to increase brand awareness in the extended target group and to establish the messages in the core target group.

Responsible at EFG International: Daniela Häsler, Head Marketing & Communications; Beat Wyss, Consulting and Realization. Responsible at Jung von Matt/Impact: André Heller (Head Media Strategy, Jung von Matt/Impact).