The Saatchi & Saatchi team surrounding Managing Director René Menzel has developed an elaborate content marketing strategy in collaboration with those responsible for the financial service provider’s brand. This first campaign is now live across Germany.
In the advert titled ‘Real Dreams’‚ Targobank and Saatchi & Saatchi show that the dreams of children have no limits; being a doctor for dogs, a mayor, an actor, a magician, even being able to fly – when you’re a child, anything seems possible. As an adult, on the other hand, we lose sight of our fantasies and start thinking more rationally. Aspiring to owning a fitted cupboard or a television already seems like more than enough.
With this initiative, Targobank want to remind people to start dreaming big again – and that they are able to fulfil their dreams. The new campaign becomes relevant by showing them how this can be done, and puts the brand in a positive light.
“With ‘Real Dreams’, we have developed a strong idea for Targobank that convinces people with real stories and content,” states René Menzel. “Thanks to our understanding of content management, we can add to the emotional appeal of the bank’s brand core, thus encouraging a dialogue between people and the company.”
The campaign focuses on a film, which can be viewed on YouTube, across social media and on the Targobank website. It points the user to the new content platform www.echte-traeume.de where there are reports and stories about people’s dreams and desires as well as further relevant content on the topic of dreams. Content can be shared directly through social media. To reach as many interested parties as possible, various social media, seeding, YouTube and PR measures flank the campaign.