Bank Cler is a young Bank competing with the big banks in Switzerland. To raise brand awareness, the brand has a challenger strategy. To activate the bank’s partnership with the Swiss Cancer League, the task was to find another solution as the conventional “proud partner of …” campaigns or the well-known fundraising awareness campaigns which the people are tired of.

While fundraising for the fight against cancer usually targets older, more affluent people, this campaign was not dependent on activating this target group. Instead, the only goal was to create attention for the campaign itself. By cooperating with different Celebrities, we made sure the three films for the Swiss Cancer League could offer content to very different people with very different interests, including journalists as multipliers. As Switzerland is a very small country, this strategy was effective in terms of covering the whole range of people and thereby achieving a broad presence throughout the population.

Three films of 1-2 minutes length were produced. 7 of Switzerland’s most prominent Celebrities could be convinced as the cast without being paid. By pushing the films on Bank Cler’s and the Swiss Cancer League’s own channel and by involving journalists, the films became news in Swiss mainstream media who shared the films and covered the campaign (thereby the story and the mechanic worked even if people would not watch the films). The films have been published and got their reach within three weeks in October 2021. As fundraising was at the core of the project, the budget for production was low-cost and only possible, because from agency to production, director and cast everybody involved worked for a very reduced fee.

Mass media picked up on the campaign, ensuring reach far beyond the number of views and Bank Cler's expectations.

Switzerland biggest newspaper "Blick" put the campaign on its front page of the print edition and featured the films in its online edition.

Several other large newspapers in Switzerland picked up the story.

The campaign had a reach of 2.3 Million, for a small country like Switzerland with 8.5 Million inhabitants, that's actually a lot.