A Brand Anniversary Campaign to Unite the Region

Celebrating 100 years of history is no small feat. When unforeseen challenges threatened Raiffeisenbank Seerücken’s milestone, creativity and adaptability became essential. Our solution? A dynamic anniversary campaign that brought the entire region together.

Reinventing Community: A New Approach

Raiffeisenbank Seerücken faced a significant challenge: How do you celebrate a 100th anniversary amid a global pandemic?

The bank has always placed the region and its people at the heart of its mission, emphasizing community and togetherness. But in a time when physical gatherings were impossible, the idea of togetherness had to be reimagined. What could have been a large-scale event transformed into an innovative anniversary campaign that resonated deeply with the community. Through storytelling and strategic content creation, we crafted a compelling brand experience that resonated throughout the region.

Sit 100 Johr Mitenand starch: A Campaign that Inspires

The anniversary campaign’s core message was rooted in the bank's spirit and its strong connection to the region. The motto «Sit 100 Johr Mitenand starch» (100 years of united strength) came to life through both online and offline channels, from the communication strategy to the visual identity of the campaign. It was designed to engage not just the bank’s customers, but all community members – young and old alike.

«Sit 100 Johr Mitenand starch (100 years of united strength) with activities, competitions, and live events.»

Bringing the Message to Life: 16 Activations for Customer Engagement

This powerful message was brought to life through a series of interactive experiences. Seasonal events, such as Easter campaigns, summer night concerts, and mulled wine stands, were held throughout the year. A special highlight was the employee kick-off event, marking the beginning of the anniversary celebrations. Other memorable moments included snack campaigns for schoolchildren, booklets with vouchers from local businesses, and video competitions with community voting. Each of these activations was carefully designed to enhance customer engagement and provide a memorable brand experience.

B2C Communication Formats

16 Regional Activations for All Ages

Launch of Social Media Platforms

Creating Buzz: Guerilla Marketing as Storytelling

The highlight of the campaign was a bold guerrilla marketing initiative: 1500 gnomes were mysteriously placed overnight in six municipalities across the region. These gnomes, symbolizing Raiffeisenbank’s deep roots, generated significant buzz, leading to a spike in microsite traffic, with peak views reaching 400 per day.

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Guerrilla campaign with 1500 gnomes placed in six municipalities across the region.
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A gift to the region: 6 benches for 6 communities.
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Summer night concert with the Swiss musician Andryy.

A Resounding Success Throughout the Region

The year-long anniversary campaign made a lasting impact. The specially developed microsite garnered over 50'000 page views during the anniversary year, becoming the vibrant center of the celebrations.

The launch of social media channels was equally successful, with over 40 posts on Instagram and LinkedIn and nearly 400 new followers. The campaign not only demonstrated the strong bond between Raiffeisenbank and the region in numbers, but also through the heartfelt personal feedback received – a true testament to shared strength and community spirit. This campaign was a perfect blend of storytelling, and strategic customer engagement, resulting in an impactful experience.