While the benefits of investing are being touted in many places, PostFinance's current campaign deliberately focuses on the reasons why investing is still not a big issue for many people.
The basis for this is a study conducted by PostFinance and the Lucerne University of Applied Sciences and Arts on investment behavior in Switzerland. Jung von Matt Limmat accompanied the study and prepared the study results. The result: Fear, a lack of knowledge and what people perceive to be too small assets are the most common hurdles why people living in Switzerland do not invest.
These results now underpin the next phase of the PostFinance investment campaign: in the social format "True Talk", PostFinance employees respond to the reservations about investing expressed by a wide range of people. With the unvarnished format, PostFinance wants to convey social media content that is #relatable: from the new Gucci collection to foot orthotics, the reasons for not investing are surprisingly diverse.
The study by PostFinance and the Lucerne University of Applied Sciences and Arts was published at the end of October. The social media format has been live since mid-September and is played out on YouTube, Instagram and TikTok.
Responsible at PostFinance: Fabian Christ (Social Media Manager), Cynthia Hofmann (Marketing Manager), Isabel Furrer (Communication Manager), Tatjana Guggisberg (Corporate Communication/Media Spokesperson), Bernadette Ritler (Head of Market Research), Francisco Moreno (Head of Marketing Concept), Philipp Merkt (Chief Investment Officer). Responsible at Jung von Matt Limmat: Régine Cavicchioli (Creative Direction), Anouk Karrer (Text), Jan Theus (Art Direction), Jeremy Fennel (Graphics), Lars Näpflin (Video Production), Olivia Staub (PR), Petra Moser, Joëlle Mayenzet, Marcel Walzl (Consulting), Cyrill Hauser (Chief Client Officer), Wolfgang Bark (Managing Creative Director), Thomas Steiner (Managing Partner). Responsible at Blish: Chiara Killer, Desirée Lanz, Jlona Kopf (media realization). Responsible at Webrepublic: Michael Zenhäusern (Social Media Consultation), Lorin Vögeli (Programmatic Advertising), Luca Alex (Media Strategy). Responsible for Lucerne University of Applied Sciences and Arts - Business ZUG IFZ: Prof. Dr. Andreas Dietrich, Dr. Simon Amrein, Reto Rey. Illustration: Till Lauer.