Partner & Partner for Swisspeers: Complex things in a nutshell

SMEs are always confronted with temporary financial needs. Be it costs for new working materials or investments in employee training. Two-thirds of SMEs in such situations are unable to satisfy their financing needs through traditional channels. In such cases, swisspeers provides a remedy and offers a simple, digital alternative to traditional financing options: If the idea doesn't come to the money, the money just comes to the idea. Swisspeers connects SMEs in need of financing with investors who want to provide meaningful support with their money - and vice versa.But how can attention be drawn to this innovative offer? Which advertising concept appeals to both companies and investors without boring the uninitiated? What headline could break down such an abstract topic as corporate finance? Partner & Partner wants to provide answers to these questions with the campaign.

Swisspeers does not stand for a tangible product. The poster advertising that Partner & Partner was asked to design for the direct lending platform therefore had to be convincing with its typeface and graphics. Benno Maggi, the responsible consultant at Partner & Partner, looks back with satisfaction on the decision for the graphic design: "Unconsciously, we were guided by a proverb that is convincing not only figuratively but also visually: We wrote black on white - or white on black."

So the visual presentation was ready. All that was missing were the catchy headlines that every creative head is constantly on the lookout for. "We didn't want to put the topic of financing across in a highbrow way, that only high company bosses and investors would know what we were talking about," explains Benno Maggi, the consultant in charge. So Partner & Partner doesn't talk about money, but puts the headlines in the vernacular. Thus, more money for a company becomes, without further ado, more "moss", "hay", "dough", "powder", "coins" and "chloetz".

Companies looking for support money will be addressed by the campaign through a question: "Does your bakery need more dough?". And investors on the other hand, are to be addressed directly with a simple sentence: "Innovative bakery needs your dough".

Alwin Meyer, CEO Swisspeers, says: "Partner & Partner's campaign skillfully gets to the heart of our offering and thus of a complex topic - strikingly and memorably. So that no one passes by swisspeers without noticing the opportunities we offer."

Responsible at Swisspeers: Alwin Meyer (CEO), Giuseppe Caruso (Marketing). Responsible at Partner & Partner: Benno Maggi, Luc Holzach (consulting and branding), Michelle Honegger, Adsaya Asokar (project management), Federica Mele (art direction), Mine Hofstetter, Dominique Jolliet (graphic design), Nina Diem (websites), Jürg Waeber (text), Gion Hunziker (audiovision and digital signage).