comdirect - Auf zu neuen Möglichkeiten
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Details
The campaign addresses primarily Gen Z. It focuses on emotional needs based on the brand's promises: Security, relationships and the will to change. The creative implementation centers around gen z's desire for change: With the help of comdirect, protagonists walk through portals which open up new worlds. The message: "Relax and manage all your finances at one bank". The service proposition is supported by product insights into the three core products: current account, deposit account and savings account.
The Jury‘s Statement
comdirect is a brand of Commerzbank AG. The new campaign aimed at Gen Z with the message: "Take care of all your finances in a relaxed manner at one bank" impresses with a modern, fresh and lively presentation that fits perfectly into the everyday digital world of the target group (18-34 years) with its needs and expectations. A clear and unambiguous visual world and texts at eye level ensure an authentic approach in order to communicate the campaign content summarised under the emotionally charged claim: "Off to new possibilities" in a targeted manner. The campaign is also so good because it does not simply reflect the bank's product and service portfolio, but is based specifically on the needs, wishes and dreams of the target group, which the products serve as the key to achieving.
