CASE STUDIES BRANDING and CAMPAIGNS by Patric pop
Because only the strongest ideas make it into concepts that I am proud to present to my clients and that I am convinced the worthiness to fight for, in these case studies I portray projects that I really feel passionate to talk about. My key contributions involved talking to the clients, research, strategic reflections, precise briefings and an extensive brainstorming process. Some of these case studies involve retaining long term clients who threatened to move their communications account and budget to another agency. After completing my tasks and delivering strategically precise and outstanding image communication, every single client stayed at the agency I was working for.
Optimising for the specific target groups, the choice of media is crucial. Working closely with the leading media planners in Switzerland, synergies can be created and the budget optimised.
Case study: SWISSQUOTE Online Trading
Agency: Alibi, now PulpAlibi, Genève
Patric Pop's role: Concept, Art Direction, Illustration, Copywriting
Situation: After the recession in 2002-2004, which hurt their business, the leading Swiss online trading platform SWISSQUOTE asked for:
Stimulate transactions (generating cash flow)
Communicate the newly and officially obtained status as private bank by the Swiss Banking Commission
Change the existing visual (a man running across a bridge, symbolizing financial freedom)
The agency-of-record was threathened to loose the account if the numbers were not met.
Attract new clients; grow within 12 months by 133%.
Talk to «do-it-yourself» hobby traders, as well as to the professional fund managers, who use the platform to trade large numbers at lowest costs.
Create a campaign that can be easily understood in four different languages and adapted for diverse supports.
Using the company’s unique color.
Solution: What could create more impact than the image of someone like Ernesto «Ché» Guevara opposed to the bank’s interest of creating wealth? The images of Salvador Dalì, Ernest Hemingway, Winston Churchill, Josphine Baker or Enzo Ferrari were accompanied by their highly memorable quotations like «Be realistic. Ask for the impossible.»
Print ads in general interest news magazines and specialized press.
Glued-in brochures in target magazines
Posters on public transportation
In-vehicle adscreens and animations, supported by dispensers for flyers and brochures.
Adscreens supported by promoteams in highly frequented spots, like Zurich central station
Financial trade fair stand
Patric Pop's key contributions:
Creating the concept
Writing the texts in German, as well as the claim «Discover the leader in you»
Convince both the agency’s management and the client to go with this bold concept proposed
Create an artistic interpretation of the celebrities' most famous portrayal to prevent any copyright infringements.
Directing all external suppliers, supervision of the production
The Solutions created by Patric Pop delivering measurable results:
The bold statement of this campaign stirred a lot of interest among the target groups and the media resulting in a highly successful communication.
The client’s alreday highly set expectations of growing by 133% in twelve months were met, but to everyone's surprised largely surpassed by another 50% in only nine months.
With a happy client, the agency kept the account.
Click here for a larger view of the advertising and the commercials.