“Save today, invest tomorrow” — this is how wiLLBe presents itself as an investment app from the Liechtensteinische Landesbank, one of the safest universal banks in the world.
At the beginning of the collaboration, both the Liechtensteinische Landesbank and the wiLLBe investment app were largely unknown among the relevant target group in Germany. In addition, the German investment market is highly competitive. It was therefore necessary to build up the brand and gain the trust of the target group in a sensitive financial sector that requires explanation in order to motivate them to invest.
In order to sustainably and efficiently increase brand awareness, a channel mix of primarily digital and complementary classic awareness channels was used, which were accompanied by background performance noise. A very broad mix of channels was chosen for branding and dynamic ads (in total over 250 different text/image combinations) were used in the background noise to specifically address users with relevant content. For a particular branding peak, daily money, including DOOH, print and platforms such as DAZN (Bundesliga) were switched on at launch days in order to quickly achieve high reach. Based on the results, continuous optimization was carried out, in particular the cost per acquisition (CPA) for investments.
10,000 new customers were acquired within four months. At the same time, wiLLBe's brand recognition was expanded to 30% in the general public (supported). The campaign also received two awards from the renowned German Brand Award 2024 in the categories “Best 360° Campaign” and “Brand Impact of the Year.”
