Our goals were to position Cortal Consors as a direct bank with a clearly differentiated brand image and to create a campaign that meets the requirements of the market. Cortal Consors should be the bank with the strongest association with “progressiveness“, “single-mindedness“, “independence“ and “transparency“ and be seen as “encouraging financial independence.“ The idea for the campaign must rise to the challenge of driving steady growth, creating an individual brand personality with a clear identity with a view to facilitating independence – Cortal Consors as the leading direct bank for the independent management of finances and funds. Accordingly, the campaign concept was: "Empowerment for financial independence." The Cortal Consors claim spans both the campaign and the brand promise: “My money. My liberty.”
The content of the spot: When it comes to financial literature the book market has absolutely every base covered. There are countless books that lead the consumer to believe that investing money is easier than they think. But do these “meaningful“ books really offer the answers that the average investor needs? Cortal Consors offers real support. Once again, the setting is unique and the protagonists‘ dialogues captivate with charm and wit. And the message is clear: Cortal Consors offers expert, independent advice – using a smart online tool or in a face-to-face conversation with experts.
From May the TV spot will be aired by mass audience broadcasters such as RTL, RTL2, Pro Sieben, Kabel 1, Sport 1, n-tv, N24 and Sky. The online ads are being shown on the company’s website, its social media channels and on YouTube. A large-scale print campaign in Focus Money, brandeins and SZ Magazin also supports the "Empowerment for financial independence" brand statement.