We live in a time where it is normal that everyone would like to become independent as soon as possible and own their dream home. However, the often-high initial costs present an insurmountable obstacle for many people. That’s why our client, Wüstenrot, came up with a limited and attractive offer of a building saving policy to break down this barrier.
Building savings are a well-known and commonly used product. However, starting from 2019, the government is going to change the conditions of their use, so Wüstenrot decided to introduce an offer before the end of the year that allows every aspect of the saving policy to be fully exploited. We therefore had to come up with an idea for communicating a well-known product in a way that is interesting enough for people to want to see its conditions. At the same time, we didn’t want to get people stressed by talking about the changes imposed by the government.
The solution was to show people that if they put their money in a building saving policy, the money will instantly start working towards their new, dream home. The combination of a simple play on words with an engaging, clean visual presentation enabled us to achieve the desired effect and the communication was sufficiently visible and comprehensible.
In addition to OOH, we also set the visuals in motion in banner formats and directed the campaign towards a special microsite web page where visitors could see their money ‘working hard’ and learn all the information about the product at the same time.