BancaStato investment funds

BancaStato Group offers investment funds. It’s a relatively recent product, launched a couple of years earlier with strong results thanks to the campaign “Ticino is as unique as your wealth”, also created by Visiva. The request was to reactivate interest in the product for new investments among existing clients, and to attract new subscribers.

The life cycle remains a reference model

An investment is not only the hope of growing your assets, but a way to bet on the future — to have more resources to fulfil your wishes: buying something important, taking a long trip, supporting your children’s education. You invest better when you understand you’re entrusting your money to someone who understands your dreams. Empathy with the client is therefore the key element.

Words at the centre

Avoiding images and focusing on the verbal message has strong symbolic value, but it can also risk impoverishing communication. So we chose not one campaign claim but three, sharing the same approach and tone of voice: speaking to the reader with understanding, and wanting to do something together. The claims were: We want to make your dreams come true. We dream of investing with you. We support your children’s future.

Spot

For the video spots we continued the “no images” choice: a spot where the voice is the protagonist while the words — animated graphically — move across the screen.
Voice and words were also at the centre of the radio spot.

Contest

An online contest was linked to the campaign, promoted with Google Ads and on social media. Participants (including non-clients) were asked which of the three campaign claims they preferred.
Three prizes of CHF 5,000 each in BancaStato investment funds were drawn among respondents — an engagement activity aimed at boosting group awareness and reputation for closeness to the territory.

Campaign

The campaign included poster billboards in different formats and print ads in local publications (newspapers, magazines, etc.), as well as distribution of the video and radio spots.
The three different claims alternated, switching between white and red backgrounds.
We also supported the client in creating informational materials for advisors and for promotion inside the group’s bank branches.