The Foundry agency implemented an integrated, Switzerland-wide launch campaign for the private banking startup Alpian. Part of this is the already well-visited content platform I-vest.ch.
editorial staff
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21. October 2022
The startup Alpian was founded with the vision of demystifying and democratizing private banking. The company now holds its own Swiss banking license and wants to offer banking and personalized investment services that were previously only available to the very few clients at exclusive private banks.
Foundry was brought on board almost three years ago as a creative and strategic partner in the early phase of the company’s development. Everything – from the positioning, the alignment to the visual identity and the communication strategy – was developed jointly by the agency and Alpian.
First investment in the partnership
The partnership mindset has led to proactive thinking for the brand. Only a few months following the start of the cooperation, the construction of a content platform was tackled. With I-vest.ch has developed an independent platform for financial content and personal values that go beyond money.
Doing the same thing is far from the same
What distinguishes Alpian from conventional banks and neobanks is the combination of intuitive technology and approachable, qualified investment advisors. This allows the startup to adequately advise the different personalities and nuances of clients when putting together their portfolio. Each portfolio is put together individually for each individual client.
This differentiation led to the nationwide launch campaign “No Two Alike – Unique”. The campaign, which focuses on identical twins, builds on Alpian’s unique selling points and is intended to make it clear that everyone is different when it comes to their wealth. Even identical twins. This leads to the core statement “Wealth, your way”.
In addition to the subjects, interview-style films highlight the similarities between twins and in particular the surprising differences in opinion when it comes to money, investments and wealth.
Authenticity writ large
In order to give the films the most authentic flair possible, no actors or models were cast, just normal people with their own interests. In addition, the film was made without a script because it was intended to reflect the actual opinions and attitudes of the twins.
Together with production partner Stories, Foundry has developed a roadmap to overcome these challenges. Marc Wilkins’ keen directorial eye captured surprising interactions between the siblings to convey the films’ core message.
The films are targeted via digital channels, the subjects placed on various media surfaces in Switzerland – including on the largest billboard in Switzerland. According to Foundry, while the introductory campaign is intended to attract attention, the announcements of new functions, events and partnerships are in the background in preparation.
Werbewoche.ch spoke to Alpian CMO Roman Balzan and Foundry founder Sacha Moser.
Responsible at Alpian: Roman Balzan (Chief of Marketing & Brand), Jean-Baptiste de Vevey (Senior Marketing Manager), Gerd Afforti (Art Director), Antonio Mancini (Head of User Experience). Responsible at Foundry: Sacha Moser (Founder & Creative Partner), Eugenia Kubas (Creative Lead Art), Nitin George (Creative Lead Concept & Copy), Susann Kompa (Account & Project Lead), Jarin Morová (Head of Media & Performance), Gregor Wollenweber & Christian Wirz (Produktion), Andreas Egidi (Art Director). Partner: Marc Wilkins (Director), Yves Bachmann (Photography). Responsible for Stories: Michele Seligmann, Yves Bollag, Meret Früh, Marko Strihic, Edoardo Moruzzi.
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