"I'm a Grauzürcher": GKB turns everyone into a Bündner:innen

On behalf of the Graubündner Kantonalbank (GKB), Brinkertlück Schweiz and Rob Nicolas have created a comprehensive financing campaign. It is aimed at all non-Graubünden residents who own or are interested in owning a vacation property in Graubünden. This is because many of the vacation apartments and vacation homes in the canton are financed by outside banks in the Unterland. GKB wants to convince potential customers that there is no better financing partner than the local cantonal bank.

With an emotional campaign that obeys the overriding purpose "For the best future ever", the two target groups are to be informed and convinced. Addressing them has become the concept: As a vacation property owner or frequent guest with second home ambitions, you are "a bit of a Grisons resident." With GKB as a partner, you become even more of a Grisonian. Anyone who finances their Grisons vacation home with GKB is no longer just a citizen of Zurich, but a citizen of Graubünden. You're not just a Basler, but a Graubasler. You are a citizen of Grauschwyz, Grausanktgall or Grauaargau.

The customer journey begins during the sports vacations with digital posters in the Graubünden ski areas and online with an emotional spot and key visuals on various channels. They lead potential customers to a landing page, which GKB uses to collect leads. In a second step, interested parties are addressed with further communication measures, including a content story with a real GKB customer who has found happiness in Graubünden. The campaign is flanked by a competition and a mailing.

Client: Graubündner Kantonalbank. Concept: Brinkertlück Switzerland. Film and content production, media: Rob Nicolas.