How can recognition, competence and a new breath of fresh air be conveyed in accordance with the Strategy 2025 with an established brand such as Raiffeisen and pension and investment solutions? The main message and target of the strategy 2025 is to become the number 1 in Swiss banking. The aim was to launch a nationwide image campaign for Raiffeisen that would tap into new target groups in the course of the new 5-year strategy for the area of pensions and investments.

SWISS-WIDE IMAGE CAMPAIGN FOR RAIFFEISEN

In order to introduce the theme of "pensions and investments for all" as a campaign, a long spot and 12 vignette spots and stories were developed showing different life situations. The diverse stories illustrate the different demands within our society, spread across many areas including education, career, family, midlife and retirement. This range defies clichés and expectations and positions Raiffeisen as an open-minded, modern bank for everyone.

With the easy-to-understand digital location and target field, a new communicative element was developed that will enable Raiffeisen to communicate very flexibly in the coming years. This applies to the image campaign, but also to product-specific campaigns for every life situation. Always with the core message "Whatever your goal", Raiffeisen clears the way.

The campaign has been running throughout Switzerland as TVC, online video, on DigitalOOH, OOH sites and social media.

TV playout: we were able to significantly exceed our budget target of 310 GRP with up to 19% additional performance.

Online advertising: with more than 4.8 million ad impressions, almost 14,000 clicks and an average click rate of 0.28%, the performance was above the expected targets.

The half-page ads achieved click rates between 0.35 and 0.46%, balanced in all language regions of Switzerland. The effective cost per click was kept relatively low across all channels at CHF 10.28 and optimised by 27% over the course of the campaign.

Social media, YouTube and Google: we were able to exceed the main target with a high reach (2.9 million, 5.5 million, 0.5 million). The CPV (0.03, 0.02) and CPC (3.69, 7.93, 1.03) are also very low.

The thruplay rate was nearly 50%.