Context

Over the years, BancaStato has consolidated its leading position in Canton Ticino, standing out for solidity and tradition. Leveraging its public mandate and its Private Banking expertise, the bank aims to strengthen its competitive positioning, with the goal of winning diversified customer segments.

Concept

How do you communicate financial expertise while being able to direct it toward each person’s real goals? We developed a multi-subject campaign built on the concept “We know how to frame your interests”, centred on recognising and valuing the different passions, traits and ambitions of Ticino’s clients.
The creative strategy is based on the idea that every client has unique interests (financial and personal) that deserve to be “framed” with the right attention and competence to achieve them in the best way.

Visual solution

The campaign uses visual communication that allows the audience to recognise themselves in different shots, each representing specific lifestyles, professions and aspirations. The images were created with carefully chosen casting and sets. A square graphic element reinforces the concept of “framing”, i.e., focusing.
The key message highlights BancaStato’s ability to understand and respond in a personalised way to each client’s needs, turning banking service into a partnership built on mutual understanding.

Result

The campaign achieved its strategic objectives, effectively communicating BancaStato’s competitive advantage through a relational, proximity-driven approach. Emotional recognition strengthened the perception of BancaStato as a trusted partner able to value each client’s uniqueness, reinforcing the bond with the territory and positioning the bank as one that truly “sees” and understands its clients.