Germans are world champion savers, but terrible investors. Many prefer to put their money into savings accounts or short-term deposit accounts rather than investing in stocks and other equities. It is a giant task to convince them otherwise, especially if you are an unknown startup asking them to trust you with their money. The new fintech LIQID banks on being able to do just that. As an online wealth manager, it offers the German market access to high-end, crowdshare-style investment portfolios starting the relatively low entry point of €100k.
The arguments for LIQID are convincing, but it takes some effort to understand them. Our job was to generate new sales leads combining both print and online ads with a restructured messaging on their online communication platforms. The entire strategy, finished advertising and marketing collaterals needed to be completed within weeks.
Normally this would be a virtually impossible task, but we already had successfully used our Creation Machine process in similar campaigns. We started with a combination of our Brand Meridian, Content Mapping and Storystreaming workshops. This allowed us to rapidly establish the important communication parameters. Then was then used in our internal Design Dash workshop to come up with diverse creatives that would fulfill these strategic requirements. Simply put, with a limited budget, we needed to create a campaign that would be attention getting, memorable and drive home the point that people needed to treat their money with more care.
We established a set of visuals that always included a goldfish bowl in a quirky setting. This was combined with a headline that always started with a phrase along the lines of “your money needs… ,” “your money wants… ,” or “your money is … .” The continuing goldfish theme would then establish LIQID in people’s minds as “those guys with the goldfish.” The goldfish, emphasized by the headlines, would represent their money that they weren’t taking good care of. By creating a variety of visuals, the ads remained interesting and engaging. Since we needed to convey a lot of information with a fair amount of copy, it was even more important that the visuals be entertaining and intriguing. People would be encouraged to read the copy to understand what the story with the goldfish was about.
The ads ran as large format in print versions of “Die Zeit” and “Handelsblatt,” plus their magazine sections consistently for many months. These two magazines serve a high-end readership of academics and business people. These were supplemented with online ads and mailings.