Sparkasse – Junge Finanzen
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
Sparkasse. The first point of contact with finances for many. 61 % under 20 have their account here. But then many break up with Sparkasse. Account fees, outdated image, lack of innovation. Gen Z is gone, often forever. With Für Dich am Start, we pick them up where they feel most comfortable: on social. But not just as a touchpoint, but as inspiration for a campaign created by creators, immersing into the world of Gen Z. We show moments that count, the end result is always: payment with the Sparkassen-Card. Authentic & relevant. It works: +17 % “fair conditions”, +15 % “innovative products” and a strong 75 % website leads to account closure.
The Jury‘s Statement
The Sparkasse has created an exceptional campaign with "Für Dich am Start" (“Here for You”), addressing Gen Z on equal terms. By collaborating with creators and consistently leveraging social platforms, the campaign reaches the young target group where they feel most at home. It combines inspiring content with clear brand communication, creating a compelling connection between modern financial needs and a traditional provider. A cohesive 360° solution that demonstrates how dynamic and relevant brand work can be.
