Switzerland-wide advertising campaign on the social commitment of the Cantonal Banks
Adolescents and young adults have an above-average debt risk. For this reason, the cantonal banks, together with the teachers' associations, are committed to improving the financial literacy of young people in the FinanceMission initiative. A national campaign draws attention to this social commitment.
At the centre of the advertising campaign developed by evoq is a TV spot (directed by Luki Frieden) that takes up an everyday family situation in a humorous way: The family is sitting down to dinner, eating spaghetti. Slightly defiant, the 13-year-old daughter confronts her parents with the fact that she has found a way to afford her desired mobile phone. Visibly surprised, the parents take note. Apparently, their shrewd daughter learned how to plan income and expenses at school and now knows exactly how to fulfil her wish on her own.
By moving the education initiative from school to the family table, a campaign with young people is created that is tailored to parents at its core. In addition, campaign subjects are being developed that will be used as flanking elements in advertisements, on posters, in social media and in the branches of the cantonal banks. They use the protagonists from the commercial and focus on the dialogue between parents and children in a condensed form. All advertising material will be produced in German, French and Italian.
In order to reach as broad a section of the population as possible, the spot will be shown on all national TV channels. To optimise reach, online video ads will be placed on Swiss news platforms in addition to classic TV advertising. In addition, PR cooperations will be concluded with the most important parenting magazines and parenting online platforms in order to deepen financial knowledge among families.