Kind regards and Zürcher Kantonalbank stand by families
Zürcher Kantonalbank has recognized that families need targeted support when it comes to financial goals. Together with Freundliche Grüsse, a true-to-life omnichannel campaign was therefore developed, as well as a dedicated imagery around the new family offers.
The campaign's insight "Family isn't always easy. Good thing there's Zürcher Kantonalbank" is no coincidence: there are countless tasks that parents have to deal with on a daily basis. They are also responsible for ensuring that finances do not become an additional burden, because families are under great financial strain. Zürcher Kantonalbank supports families in overcoming these challenges with various assistance and tips.
Three segments
On the one hand, Zürcher Kantonalbank supports families in managing the family budget: from a financial guide for parents-to-be - to practical tips for everyday life. In addition, the online family calculator enables families to individually calculate their own financial situation and thus provides an overview of possible expenses due to the new family situation.
Another focus is on financial education. The bank helps parents teach their children to handle money responsibly. With topics such as children and consumption, bag money and youth and apprentice wages, Zürcher Kantonalbank provides advice and information.
Last but not least, family moments are to be promoted and families are to be supported in organizing their leisure time. Through sponsorship commitments and partnerships, such as with Zurich Zoo, Zürcher Kantonalbank offers special leisure activities and discounts for families.
Everything under one roof
Under the newly created communications umbrella, Freundliche Grüsse has created a campaign that pays attention to all three sub-segments of family support. In addition to posters and ads showing everyday situations taken from life, various content pieces were created, including for Pinterest, TikTok, YouTube and the company's own social media channels.
Responsible at Zürcher Kantonalbank: Alexandra Rahm (Senior Campaign Manager), Cornelia Grüninger (Project Manager Campaign Management), Daniel Locher (Senior Brand Manager), Olivier Cordey (Marketing Conception, & Planning). Responsible at Friendly regards: Pascal Deville, Samuel Textor (overall responsibility), Norihito Iida (creative direction), Maude Mahrer (art direction), Christian Stüdi (creative direction & text), Andrea Aegerter, Roxana Hudson (consulting), Tina Aich (production). Mat Neidhardt (Photography).
