A simple, yet memorable key symbol, becomes our narrative asset across the country, in launching ONE ZERO (After 40 years with NO new bank in Israel). We chose outdoor to strength the icon (in real life it is small on a mobile screen) and build the possibility to OWN it. Outdoor helped us to build The Toggle switch as our hero, and convincing that switching for a new banking experience is quick, immediate and the hassle-free. It became the infrastructure of the brand language.

• Impact

The nation-wide out of home campaign was a major part of a nationwide campaign, using LARGE impact, double impact, walls and Electronic signs at football stadiums.

OOH format showed the Toggle switch as a hero creating a huge visual impact

• Engagement

Brand search increased in 120%

19% download rate of the app

• Change in Behaviour

After 40 years of banks that made it hard to switch, more than 3000 accounts were opened digitally (in one month!), with no need to call, fax, visit a branch.

• Brand perception

Brand awareness increased in 15%

32% of willing to open an account

52% recognition as a digital bank