Initial situation
DADAT Bank offers simple and modern banking and brokerage in Austria. In addition to retail banking, DADAT is also the right partner for licensed investment firms and securities-related services enterprises that require an innovative and cost-effective settlement platform or custodian bank. The aim of the campaign was to raise awareness of the new online/direct bank DAD.at.
Strategy
Since the name DADAT sounds like the Austrian colloquial form of „would“, the attention-grabbing pun was perfect: „I would change the bank“ thus sounded like „I DADAT (would) change the bank.“ To gain good awareness as quickly as possible, all channels should be used. The pun was also an integral part of the radio spots produced for DADAT. They tell amusing stories of people who would (DADAT) like to do different things, although they can’t. In the end the spots mention a thing everyone can do – change the bank: “I DADAT (would) change the bank.”
Implementation
An attention-grabbing campaign was developed in order to increase the presence of the online bank before the opening in April 2017. Flanked by great print subjects, various TV spots on Austrian national TV and almost 900 city lights, a bus shelter was additionally branded.
