Author: Daniela Jenni
[youtube http://www.youtube.com/watch?v=iBoXvgysltw&w=530&h=298]
“Costly, irritating and interchangeable – the Swiss bank’s advertising.” This was the lead in a recent article in the Swiss daily Tagesanzeiger. It is precisely in times of crisis, the paper argued, that the banks should seize the opportunity to win back lost confidence, project a self-assured image and take a firm stand for customers. There is no place for interchangeable advertising, it said.
Same, same but different? Is this bland uniformity in evidence beyond Switzerland’s borders too?
Or are banks in other countries doing things differently?
A brief investigation reveals that there are other ways to advertise. Netherlands-based Rabobank, for instance, is currently putting out witty, self-deprecating TV commercials on German television.
Take a look at the other end of the world and you will immediately be struck by National Australia Bank’s break-up advertising drive that has been running since 2011. Deploying a campaign (see picture) and below-the-line advertising, NAB has boldly set itself apart from the other banks. This neatly illustrates not only how to position your own bank, but also how to adopt a clear stance and leave the competition standing.
It remains to be seen which type of campaign will convince customers most. The Swiss banks’ understated advertising, the witty Dutch campaign or the proactive Australian approach.
I quite like the Australian ad and their take on an open and honest communication. It gives you a trustworthy impression, compared to the swiss banks where “boring” would be another term for an “understated” ad-approach.
Yes, compared to ANZ the Swiss ads seem rather boring and ordinary. During the financial crisis, some Swiss banks tried something similar to the Australian Ads though. Not as aggressive as the Australian counterpart but aimed at the same thing. As for example Migros Bank with their well-known slogan: „Es geht auch anders“. In 2009 they broadcasted a TV spot saying “Others bleed their customers. We are different.”
Also Valiant, Lienhardt & Partner, Raiffeisenbanken or Bank Linth did some spots and ads in which they point their fingers at their competition. But always in a subtle way far from the offensive way ANZ did.
Thanks for sharing Daniela. Examples shown from individual markets perfectly reflect the necessity to communicate the service offered in a suitable manner to the market the advertising is placed in. On a global level one of my favorite marketing & communications campaigns comes from HSBCs ‚Cultural Collisions’ advertising campaign’.