Commerzbank Aktiengesellschaft - CMVM

‡ ideas ahead ‡
or: how do we get our message across?
In banking, the advertising “battle” for cus- The translation of the slogan
tomers primarily takes place at the emotional into advertising takes account
level: how can we position our Bank such that of the various target groups,
our customers both have more trust in us and but addresses them in the
think we are capable of more than our rivals? same tonality: for Commerz-
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bank, much is matter-of-course
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which for others is quite the
Based on a broad survey of various target exception. Commerzbank has
groups in Germany, France and Italy, we surprisingly straightforward
have identified two key points distinguishing solutions for apparently complex
us from our competitors: our customers are problems. Our advertising identi-
relatively well satisfied with Commerzbank. fies the problem and presents a
Non-customers imagine that, as a “small” convincing, target-group-oriented
major bank, we are more flexible, creative solution.
and act more quickly than our competi- /
tors.
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The motifs used as images in our
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advertising – and which appear as
The right positioning for Commerzbank illustrative material throughout this
is, therefore: “Commerzbank is a cre- report – repeatedly show people in
ative major bank. In an interactive situations that tell entire stories in
relationship with customers and its combination with the headline. Ex-
business associates, it offers the best citing, unusual, surprising and striking,
financial services.” That is the starting but always in close touch with the
point for all our advertising messages topic. We are the flexible bank which is
and presentations. The core concept full of ideas in responding to customers’
“creativity” distinguishes us, for one wishes. The deliberate use of colour,
thing, from our competitors and, for contrast and sharpness depicts reality
another, it entails a promise.
as more attractive and impressive than
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it actually is. Small is made larger and the
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normal more unusual. The campaign is
Our slogan “ideas ahead” sums intended to make an impression; it should
this up. It serves as a “heightened also polarize and arouse curiosity about
translation” of the expectations Commerzbank. For we have ideas, and they
placed in us and at the same
time embodies what we offer
customers by way of creative
cooperation. It enhances the
Bank’s attractiveness, makes it
more sympathetic and arouses
curiosity for its services. It has
a motivating impact on staff,
but also calls upon them to
generate new ideas.
get our customers ahead.