The pioneer among German online banks turns 20. Reichl und Partner staged this with the help of the charismatic hamster testimonial and the unmistakable tone of "otherness".

Entirely in line with the positioning, which gave the three letters DAB - for "Direkt Anlage Bank" - a completely unconventional and fresh new meaning: "The Anders Bank".

Anniversary spot
To celebrate DAB's 20th anniversary in a fitting manner, there was an attention-grabbing TV spot that went into detail about the bank's history. Scenes from the bank's beginnings are depicted in large green gift packages falling from the sky, emphasizing that the bank was different from the start and remains so today.

 

Giro Allonge

Depot Allonge

Trading Allonge

 

The beginning of otherness

2013
Trading

In the first spots in terms of counter-positioning, the hamster spoke for the first time about the extraordinary nature of Anders Bank. It started with the topic of "trading", the core business of the online bank, which originally came purely from the brokerage sector.

 

2013
More than trading

A spot was also produced on the subject of checking accounts to show that Anders Bank was no longer focused purely on the brokerage sector.

 

Online spots

In addition to the TV commercials, a whole series of online commercials followed in 2014, which get to the heart of the positioning in a concise and witty way and, just like the headlines with twist mechanics, create a twist in people's minds.

Departed different

Oktoberfest once different

Of course, the Oktoberfest does not leave a Munich bank unscathed. Thus, a somewhat different spot was produced for münchen.tv for the showmen at the Oktoberfest.

 

Oktoberfest for the second time

And also for the general topic "Oktoberfest" there was a small fine online film.

 

Print ads

2014: One thing remains the same. We remain different.

In the anniversary year, ads were also produced to support the TV spot, play with elements from it and draw attention to offers.