Kreissparkasse Bank Outdoor KREISSPARKASSE ESSLINGEN-NÜRTINGEN BANK: THE LEANING TOWER by Beaufort 8

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KREISSPARKASSE ESSLINGEN-NÜRTINGEN BANK: THE LEANING TOWER

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Industry Banking
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency Beaufort 8
Released March 2004

Credits & Description

THE LEANING TOWER
KREISSPARKASSE ESSLINGEN-NÜRTINGEN BANK
REAL ESTATE SERVICES
Advertising Agency: BEAUFORT 8, Stuttgart, GERMANY
Date Of 1st Implementation: 08/03/2004
Advertising Agency: BEAUFORT 8, Stuttgart, GERMANY
Name Company Position
Philipp Heimsch Beaufort 8 Copywriter
Jonas Ruch Beaufort 8 Art Director
Nina Kreglinger Beaufort 8 Producer
Nicole Landeck Beaufort 8 Account Director
Elke Lang Kreissparkasse Esslingen-Nürtingen Advertising Manager
Communication Goals
The Kreissparkasse Bank Esslingen-Nürtingen has establised itself as the leading local estate agent.
Whatever the housing desires are, show that the people can bring them to fruition with us. Catch the people
in the surrounding area of the local branches, and in the whole city. Budget restriction was 15,000 Euros.
Media Strategy
Since there were no obvious candidates in terms of buildings to catch people’s imagination, we created one.
Why not simply bring the leaning tower of Pisa to Germany? A device that portrays the open-minded approach
at Kreissparkasse. The leaning advertising pillars can be set up around each branch, in the customer
catchment area, in pedestrian areas and at high-volume sites in the promotional area around Stuttgart and
Esslingen. This also saves media commission. As the Sparkasse supports charities, local communities give
their consent for the pillars.
Creative Executions
“Whatever you like to build” coupled with the leaning tower of Pisa. A combination that claims the approach
of the Kreissparkasse very exactly, ironically and humorously in the country of “Häuslebauer” (house builders), especially as the Swabian people are not as conservative as they seem to be. The leaning advertising pillars turn heads.
Media Effort
For more than one year the advertising pillars have been placed on a rotating basis at locations with high
numbers of passers-by. All over the area around Stuttgart and Esslingen; enticing people in the surrounding
area to their local branch. After a flood of positive feedback from local branches and Kreissparkasse customers and after plenty of articles in the local and national press it was decided to install the pillars more permanently.
Value For Money
Estimated OTS levels (actual customer contacts and strong press coverage, for example Stuttgarter Zeitung,
Moritz and impulse) lie at more than 2 million, totally free. This equals a value of 300,000 Euros media spending – that is 20 times more than the original investment. And the story is not finished yet.