Brand Consultant, Chili Oil Enthusiast
& Employer Branding Expert
The Task
The finance and banking sector is undergoing significant changes, with the emergence of new players like neo banks saturating the market. Even long-standing institutions, such as the regional cooperative bank Sparda Baden-Württemberg, need to address untapped audiences to stay competitive. Sparda Baden-Württemberg engaged RCKT to rejuvenate its brand and connect with a younger, digitally-oriented demographic while retaining its core customer base in their 50s and 60s.
My Role
In this collaboration, I served as both Key Account Manager and Lead Strategist. As the Key Account Manager, I managed client relations, project planning, and resource oversight. Simultaneously, as the Lead Strategist, I directed the strategic repositioning efforts, ensuring excellence in research, strategy, and creative execution.
The Execution
Our journey started with a Brand Refresh, establishing the strategic foundation for Sparda Baden-Württemberg's repositioning. This involved refining the brand core, vision, mission, values, and introducing "Gemeinschaftsbanking" as a key differentiator. We furthermore updated the brand's visual identity for a contemporary, sleek look & feel while defining topics of authority and developing a social media strategy. Acknowledging the multitude of offerings Sparda Baden-Württemberg has to offer, our launch campaign puts emphasis on the connections between the bank's diversity and that of the broader Baden-Württemberg region, positioning the brand as a caregiving entity.
Building the bridge between brand and product level
As a key product, construction financing (Baufinanzierung) takes center stage in Sparda Baden-Württemberg's offerings. In the second phase of our repositioning efforts, we launched a campaign specifically tailored for this product. While still aligning with the overarching brand themes of diversity and 'Gemeinschaftsbanking,' the campaign allows for flexibility in its look & feel and storytelling. This approach aims to create a clear distinction between the brand and product levels. The campaign 'Eure Fragen. #UnsereBaufinanzierung' delves into the authentic experiences of Millennials as they navigate the challenges of growing up, settling down, and pondering questions related to the concept of home.