My Bank Relaunch and Big Idea
The marketing of Meine Bank as a digital bank was at the forefront of developing the big idea for the brand’s future communication. Coming from a purely branch-based bank, the profile was now fully sharpened toward positioning it as a digital bank.
Customer
Meine Bank
Industry
Banking
Service
Big Idea
Relaunch
Positioning
Campaign
Runtime
since 2026
Overview
Meine Bank is repositioning itself as a digital bank in Germany. Drawing on the Raiffeisen banking network, a brand has been created that focuses primarily on the digital services of a German bank.
Challenge
As a digital bank, Meine Bank competes directly with established players such as Targobank, ING, Trade Republic, and many others. That makes it necessary to achieve a clear positioning that is distinctive and immediately recognizable.
solution
We thought about how we could achieve distinctiveness. How do we make it possible to create attention-grabbing quality on posters and in digital spaces? To do that, the brand character had to be imbued with values. The Zinz was born.
result
It's all still very fresh and will initially be visible for many months on ICE routes in Germany. We’re curious to see the reactions and the next steps, and then in the digital space.
