Jung von Matt Limmat launches crypto perfume for PostFinance
Since February, PostFinance has been offering its customers the opportunity to trade cryptocurrencies. Jung von Matt Limmat uses "Le Crypt Eau de Parfum" to advertise PostFinance's new crypto offering in an unconventional way.
Jung von Matt Limmat accompanied the launch of crypto trading at PostFinance with a campaign. The first communicative scent mark was set a week ago with the specially created "Le Crypt Eau de Parfum".
"Crypto for every nose"
With its mission to inform the whole of Switzerland about the new crypto offering as a bank for everyone, PostFinance reached its communication limits. Meta and Google prevent advertising for the purchase of cryptos on social media, where the broad mass of interested parties are currently active. The idea for "Le Crypt Eau de Parfum" was born from the insight that the target group online was highly interested in perfumes. After being asked via artificial intelligence what Krypto might smell like as a fragrance, perfumer Uwe Manasse was commissioned to transform the answers into a perfume. This made it possible to advertise "Krypto for every nose" on social media. Interested parties then clicked on the landing page via social ads, where the perfume and the link to the crypto offer could be found.
Successful perfume
PostFinance's crypto perfume met with great interest: According to information, "only a few of the 1,000 flacons are still available free of charge in selected PostFinance branches". Several of the limited-edition flacons are now being offered for auction on Ricardo.
"What convinced us about the perfume idea was that it makes a supposedly complex topic easily accessible. This makes Le Crypt Eau the perfect discussion starter for all PostFinance customers and new customers, regardless of whether they have been dealing with crypto for a long time or have only recently become interested in digital currencies," says Cynthia Hofmann, campaign manager at PostFinance.
Dominique Magnusson, Creative Director at Jung von Matt Limmat, adds: "It is a great stroke of luck for a creative team when clients opt for unconventional ideas and thus break new ground in communication. In this case, the development of a perfume also made sense in terms of content. Because a fragrance manages to pack the most diverse facets of a complex topic into one experience."
Main campaign to build trust capital
The campaign for the crypto launch has also been running on traditional formats - OOH, DOOH and programmatics - since the beginning of the week. The main focus is on reducing reservations and building trust capital. Headlines such as "Finally crypto without nerd talk", "Finally crypto for the mainstream" and "Finally crypto without the darknet" emphasize that crypto trading really is secure and uncomplicated for everyone with the help of PostFinance.
The campaign has been on display throughout Switzerland since Monday. "Le Crypt Eau de Parfum" was launched a week earlier.
Responsible at PostFinance: Cynthia Hofmann (Marketing Management), Francisco Moreno (Head of Marketing Communications Retail Banking), Philipp Merkt (Head of Asset Management Solutions), Dennis Lengacher (Head of Marketing Communications Co-Lead), Yves Ekmann (Head of Marketing Communications Co-Lead), Alexander Thoma (Head of Digital Assets). Responsible at Jung von Matt Limmat: Dominique Magnusson, Jacqueline Rufener (Creative Direction), Georg Scharl, Jessica Gözoglu, Sophie Güntensperger (Text), Luigi Vitiello, Natalie Friedrich (Art Direction), Clara Stindl, Lenard (Graphics), Sandro Schmocker (Video Art Direction), Sarah Schmidt, Natascha Imfeld (Agency Producing), Christian Omlin (Strategy), Marco Meroni (Creative Direction PR), Alina Holst, Joëlle Mayenzet, Fiona Wishart (Account Management), Dennis Hofmann (Managing Strategy Director), Vera Riemeier (Managing Director), Wolfgang Bark (Managing Creative Director). External partners: Responsible at Blish: Fabrizio Rutishauser (image editing), Chiara Killer, Roman Aebi, Jessica Kottmeyer, Rebecca Gerritsen (media realization), Jana Weber (project management), Jlona Kopf (managing director). Responsible at Duftwerk: Uwe Manasse (perfumer), Miriam Schmidt (owner). Responsible at Rocket Film: Marko Strihic (Edit), Jürgen Kupka (Grading), Vera Matta (Production), Jean Krause (Director/Photographer). Responsible at Retouched Studios: Leo Krumbacher and Daniel Steinbrück (management). Responsible at Madcom Productions: Ivo Amarilli (director/producer). Responsible at ABRA (Analog Digital): Tomasz Kosinski (Partner/Exec. Producer) and Julia Grzeszczak (Creative Producer/Roof). Responsible at Dub Dub Studios: Sandro Palomba (Owner/Producer), Gregor Rosenberger (Owner/Audio Engineer). Responsible at Witwinkel: Sara Hirner (production), Niko Messerli (director). Responsible at Webrepublic: Vanessa Pinter (Account Manager), David Rubeli (Consultant Programmatic Advertising), Marlon Bär (Campaign Manager Social Media Marketing), Kevin Haab (Senior Specialist Media Strategy), Daniel Amrein (Team Manager Media Buying). Responsible at Havas Media Switzerland: Claudia Gantenbein (Account Manager), Adrian van Velsen (Head of Strategy).
