Wirz shows that Migros Bank has always been human
Wirz and Migros Bank asked customers for their unvarnished and honest questions and thoughts on finances and life and included them in the communication in exactly the same way. In this way, the bank wants to encourage uncomplicated contact - whether digitally or physically.
Today, a universal bank can no longer differentiate itself through its products alone. Migros Bank is therefore focusing on its most original competence: interpersonal contact. In doing so, the bank is returning to its roots. Gottlieb Duttweiler, the founder of Migros Bank, put people at the center of everything he did and said: "What counts is serving the customer.
Human since always
The new campaign claim "Human since always" is intended to build a bridge to the new positioning. It specifies how Migros Bank will communicate at all levels in the future: simply, honestly, and from life. "We want to meet people at eye level already in brand communication. In the campaign, we talk to people the way we would if we were in direct contact with them," explains Gwendy Walbert, Head of Marketing at Migros Bank.
Real customer questions
The aim of the campaign is to pick people up at the most diverse points in their lives. To do this, it asks questions that come from people's everyday lives - literally: surveys and pretests were used to identify questions from people's most diverse life phases. The films go one step further: The aim here is to make audible what many people think but never dare to say. This should create recognition as well as the necessary trust to turn to Migros Bank with one's concerns.
Migros Bank's customer advisors provide initial answers to the campaign's questions on the website and on social channels. In short statements, they give a first taste of a consultation - and thus provide irrefutable proof of Migros Bank's closeness to and understanding of its customers.
The campaign has been in operation throughout Switzerland since mid-March.
Responsible at Migros Bank: Gwendy Walbert (Head of Marketing), Oliver Estermann (Head of Corporate & Marketing Communications), Laura Steinmann (Marketing Communications Specialist), Simone Ita (Marketing Communications Specialist), Michel Binder (Marketing Communications Specialist). Responsible at Wirz: Alain Eicher, Marcus Josty, Yannick Schaller, Najla Becirovic, Tony Faria, Nicole Vizcardo, Kap Tuti (Creation); Cosima Lang, Francesca Kleinstück, Hannah Mey (Storyline); Erasmo Palomba, Magdalena Zbiec, Nadja Kilchhofer (agency producing); Simone Jehle, Fabienne Belci, Janna Löhr (consulting); Kathrin Jesse (strategy); Yussef Serrat, Oliver Fäs, Elena Braun (media realization). MYGOSH (Film Production): Bondi: Rafael Lopez Saubidet and Andres Salmoyraghi (director); Jan Mettler (director of photography); Lamar Hawkins, Natali Sussman, Ilonka Galliard (executive producers); Philippa von Wittgenstein (line producer); David Lopez (edit); Xavier Santolaya (colorist); Jingle Jungle (scoring); Yves Bachmann (photographer); Visualeyes International (photo agent); Southern-t (post-production).
