A cantonal bank against the cantonal spirit

The two northern half-cantons are separated by about as much as they are united. This has always meant that the cantonal banks stick to the cantonal borders. The Basellandschaftliche Kantonalbank, however, wants to be closer to its 37,000 customers who live or work in the city canton and therefore dared to do the unthinkable: it opened a branch in the middle of the city. OSW accompanied this almost historic border crossing with an extensive campaign.

The agency's brief was simple: BLKB's move into the city should get into the heads of both cantons. In order to boost the talk of the town, OSW developed advertising media on numerous channels: a poster campaign, rail panels and public transport screens, special stickers on the town's public transport, an online campaign, social media posts, samplings at train stations. And a nighttime incursion by out-of-canton BLKB spies.

Guerrilla action

To appropriately stage the bank's arrival, OSW conceived a guerrilla intervention: overnight, balloons with speech bubbles in the style of the poster campaign appeared on well-known sculptures and statues in the city and let them talk about the bank's arrival.

The night-and-fog campaign was announced and accompanied by short clips on social media, which also called for a competition to win an e-bike. It's a quick way to get from A(mmel) to B(asel).

Branch opening

To break the proverbial ice once and for all, passers-by were allowed to free a prize in the form of theater tickets, gold vreneli or shopping vouchers from a block of ice during the opening at the Barfi, wearing protective goggles and using their strength. If they managed to do it in time.

This should eliminate all fear of contact and not only make everyone aware of the arrival of BLKB in the city, but also: that what belongs together is finally together. OSW implemented all advertising materials and was responsible for the consulting.