The first step is followed by the next one
The continuation of the brand campaign
"Commerzbank. The bank at your side" is our brand promise. Our customer's interest and the customer satisfaction determine our range of services.
We express this attitude of Commerzbank in this brand campaign.
With the start of the brand campaign we took the "first step" at the end of 2012 and communicated on a broad basis over the course of 2013. With the continuation of the campaign on 25 November 2013 we are taking the “next step” and consistently continue on the path in 2014 which was successfully started one year ago.
In four new campaign spots four employees tell from their personal point of view which changes and challenges the bank managed in the last year. The large customer regions of Berlin, Düsseldorf, Hamburg and Frankfurt are used as a setting in representation for the presence of Commerzbank throughout Germany.
In a documentary style with authentic monologues of our protagonists we would like to communicate in a convincing manner that "the bank at your side" is not just an advertising slogan, but our demand as a fair and competent partner.
Brand and product messages are linked directly with each other in the integrated advertising campaign. Each of the four spots has a focus topic: The bank on the whole, the role of the bank as a strong partner for the German small- and medium-sized enterprises as well as two concrete product offers, which met with a good response from the private customers in 2013 already: the free current account with guaranteed satisfaction and the building financing with an independent market comparison of 250 providers.
The TV commercials are running on Germany’s first public TV channel ARD as what is known "ARD Börsensolo", a single clip just ahead of the "ARD Tagesschau" news programme, Monday to Friday at 7.57 pm directly after the "Börse im Ersten" market wrap.