Brand design
Banque Raiffeisen
Design and production of a communication campaign targeting young audiences
As a leading cooperative bank in Luxembourg, Banque Raiffeisen supports individuals, young people and businesses at every stage of their lives. With a full range of services (savings, loans, insurance and investment solutions), it stands out for its cooperative spirit and its close relationship with clients.
The challenge
Banque Raiffeisen wanted to promote the student loan guaranteed by the State to a young target audience: students and future students. To meet this challenge, the bank asked us to create a strong and distinctive creative concept: one that could simplify the message, capture young people’s attention and make the offer desirable.
The project and its results
We developed a creative concept based on strong consumer insights and an impertinent, playful tone, with catchy lines such as “Bye bye mum and dad” or “Bye bye Grand Duchy”, designed to stand out in an increasingly saturated advertising environment.
The idea: to position the student loan as a true symbol of emancipation and independence, encouraging young students to fully embrace their new life.
The Vanksen team perfectly captured that spirit of freedom and first adventure that comes with leaving the family home. Their creativity, combined with a deep understanding of our target audience, enabled the development of a campaign that is both engaging and refreshingly bold, and, I believe, truly aligned with the aspirations of today’s youth. Beyond the concept itself, we particularly appreciated the quality of the deliverables and the attention to detail throughout the execution.
Banque Raiffeisen entrusted us with the entire campaign, from strategic thinking to final production:
- Creative concept: development of original and distinctive ideas.
- Key Visuals: design of flagship visuals, tailored to different personas and contexts.
- Full production: copywriting, pre-production, production and post-production management.
- Assets rollout: adaptation into print, digital and radio formats for multichannel distribution.
