Female Finance „Weil wir es verdient haben.“
Gold
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
The campaign highlights the risk of old-age poverty among women and motivates them to take personal responsibility for retirement planning. Using clear facts about the gender pension gap and low provision rates, the campaign translates a complex topic into a positive empowerment message. Posters and point-of-sale materials, social and online advertising, and dedicated landing pages in the app and online banking guide users into consultation and completion. Events with giveaways provide knowledge and create concrete incentives for appointments, positioning Provinzial and the Sparkassen as an active and supportive part of the solution.
The Jury‘s Statement
Retirement provision is one of those topics many brands address factually, yet rarely turn into an activating stance. With "Female Finance „Weil wir es verdient haben.“", Provinzial and the Sparkassen take a different route: the campaign combines social reality, positive self-address and concrete calls to action into a coherent communication system. Across analogue and digital touchpoints, it leads from awareness of the issue to advice, without dramatising the subject. Its impact comes from the fact that stance, design and sales all demonstrably serve the same goal.
