WE CLEAR THE WAY by Heimat for Volksbanken & Raiffeisenbanken

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WE CLEAR THE WAY

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Industry Banking & Financial Services
Media Direct marketing, Promo & PR
Market Germany
Agency Heimat
Creative Director Tim Schneider, Ralf Reinsberg, Johannes Heldrich
Art Director Benedikt Wisbauer
Copywriter Lucas Cizewski
Editor Hannes Andresen
Released November 2012

Credits & Description

Advertiser: BUNDESVERBAND DER DEUTSCHEN VOLKSBANKEN UND RAIFFEISENBANKEN
Agency: HEIMAT
Category: Acquisitions
Advertising campaign: WE CLEAR THE WAY
Art Director: Benedikt Wisbauer (Heimat Berlin)
DOP: Lex Brand (Trigger Happy Productions)
Chief Creative Officer: Guido Heffels (Heimat Berlin)
Creative Director: Tim Schneider (Heimat Berlin)
Executive Producer: Stephan Vens (Trigger Happy Productions)
DOP: Johan Kramer (Trigger Happy Productions)
Creative Director: Johannes Heldrich (Heimat Berlin)
Account Director: Mark Hassan (Heimat Berlin)
Executive Producer: Miliane Nani Meimeth (Trigger Happy Productions)
Account Director: Volker Jensen
Editor: Hannes Andresen
Copywriter: Lucas Cizewski (Heimat Berlin)
Chief Executive Officer: Matthias Von Bechtolshom (Heimat Berlin)
Art Assistant: Philipp Bertisch (Heimat Berlin)
Creative Director: Ralf Reinsberg (Heimat Berlin)

Execution
In contrast to private banks the cooperative banking model of the Volksbanken Raiffeisenbanken is based upon cooperative values such as solidarity, responsibility and the aim to help people to help themselves. By clearing the way for the people and (even more important) with the people, the 2012 campaign proves the relevance of these values AND the core brand promise 'We clear the way' in real life.

Client Brief Or Objective
The cooperative Volksbanken Raiffeisenbanken draws their strength from the 17m members, who are more than just clients. They actually own the bank and decide how the bank is doing its business. And this is what sets them apart from all other banks. The main goal was to increase the number of members by proving the brand promise 'We clear the way' directly, in real life.

Implementation
We translated the banks cooperative model into real life in order to prove the brand promise 'We clear the way'. Instead of talking about people, we let them directly tell the audience about their hopes and dreams on TV and ask for support. Our website www.was-uns-antreibt.de became their platform, where people could learn more about, help and support them. More and more the website has become the core of cooperative action in real life, and the people have become living part of the proof of the Volksbanken Raiffeisenbanken´s core promise 'We clear the way'.

Outcome
- More than 300,000 new members of the Volksbanken Raiffeisenbanken, the biggest increase of all time.- More than 238,000 page impressions- More than 9,000 downloads of Ernst´s handwriting font - A donation of €7,500 for Ernst´s self-help group- Last but not least: Former illiterate Ernst has found enough self-confidence to go public under his full name, Ernst Lorenzen