Description
The banking sector is evolving. Alongside traditional banks with branch networks, neo-banks and direct banks have increasingly come into focus for target audiences in recent years. As a result, competitive pressure in the current account market is rising, while digital standards have long become a given.
With Giro Smart, Sparkasse Suedholstein responds to this shift with a digital current account alternative that combines modern banking features with regional proximity, trust, and the security of an established bank.
Challenge & Goals
The launch of Giro Smart marks the first introduction of a dedicated online current account by Sparkasse Suedholstein. The challenge is to establish digital banking standards as a credible offering and clearly link them to the bank’s core strengths. At the same time, Giro Smart must differentiate itself from neo-bank and direct banks language and combine digital simplicity with trust, security and stability, within a communication logic that transitions from launch into an always-on presence.
The Process
- Joint kickoff between strategy and creation to align goals and roles
- Close collaboration with clients throughout all project phases
- Creative translation of target group needs and competitive context
- Development of a campaign mechanic for launch and long-term activation
- Joint selection of a leading campaign approach
- Full creative elaboration of the selected campaign
- Definition of tone of voice, key messages and narrative
- Development of a clear visual lead idea and visual language
Next steps
- Production of scalable assets for high reach
- Transition of the campaign into a sustainable always-on setup
- Rollout across Meta and Google Display Ads
Effect
- Clear and differentiated positioning at campaign launch
- Distinct profiling of Giro Smart within a competitive market
- Positive feedback on clarity, tone of voice and campaign logic
- High internal and external acceptance of the selected route
- Scalable foundation for further performance activation
- Positive response and initial account openings for Giro Smart
