In the spirit of continuity

We launched our last major branding campaign in 2006, year of the Bank's 150^th anniversary. We also introduced the slogan “Äert Liewen. Är Bank” at that time. Since then, our communications with customers were primarily focused on products.

Taking into account the growing demographic complexity and the requirements of digitisation, we believe that the dominant factor in standing out nowadays is the quality of service that we can offer our customers. Customers are looking for a contact person, a trusted partner who listens and is available to them. They want someone whose central focus is supporting them at the various stages of their life and meeting all their needs.

In our highly technological world, the human factor is therefore regaining its importance. That is what we have tried to incorporate it into our new advertising campaign and why our customers and advisers are the focus of our attention.

First of all, we are clearly choosing a type of communication that highlights the Spuerkeess brand rather than, as I mentioned before, product-oriented communications. The names Banque et Caisse d’Epargne and BCEE are also being permanently replaced with the name Spuerkeess in all non-contractual communications. This has also been incorporated into our product range, where the Spuerkeess brand has been strengthened in relation to existing sub-brands (Axxess, Zebra, etc.). Customers will be able to see these changes gradually over the next few weeks.

It’s clear that, as a leading financial institution, Spuerkeess will always be able to offer customers the product that is suited best to their individual situation, ranging from opening an account, to entering into a car lease or subscribing to an investment product. These banking procedures are, however, often perceived as a necessity by many customers.

Behind this approach, though, lies our customers’ desire to implement significant projects throughout their lives, from purchasing their first home to starting their own business. These are dreams in themselves, thus strong emotions are naturally tied to them.