Crypto? But safe: Siegfried & Roi for Zuger Kantonalbank

In October 2023, Zuger Kantonalbank launched an offer for simple trading and secure custody of the most common cryptocurrencies. In this context, the crypto-savvy team at Siegfried & Roi developed an overall communication campaign to draw attention to the service.

The campaign aims to position Zuger Kantonalbank in the Zug economic region as an attractive and trustworthy partner for investments in digital assets - especially among the security-conscious and wealthy target group.

"The multi-level, multi-channel approach, which is based on a simple typo solution and eye-catching designs and places the strategic focus on the topics of convenience and security, convinced us," says Tobias Fries, Head of Communications at Zuger Kantonalbank. "With the ambiguous statement 'Crypto? But secure' is a tongue-in-cheek reference to the advantages of the new offer. Easily adaptable visuals and a simple campaign mechanic helped us to start communicating quickly and efficiently."

In the first campaign phase, Zuger Kantonalbank deliberately limited itself and initially focused on PR measures, owned channels, online ads and animated motifs in the DOOH area in the Zug economic region.

The second wave of the campaign was launched last week, just in time for this year's Bitcoin Halving. The focus is on a commercial with the punchline "Crypto? But safe." in a humorous way and accompanied by a futuristic look and low-fi house beat. The video is used on the bank's digital channels and with online ads. At the same time, several static motifs are played out via social media, in the branches and in OOH.

Responsible at Zuger Kantonalbank: Tobias Fries (Head of Communications), Christian Panzuto (Communications Consultant), Timo Baumann (Project Manager Cryptocurrencies). Responsible at Siegfried & Roi: Milan Pavic (creative direction), Moritz Solleder (strategy, consulting), Nastasia Pavic (art direction, motion design), Paula di Battista (design, DTP); responsible production partners: UKO (sound design, mix), Simon Pittet (DOP).

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