About the project
The building society with instant recognition. Its unmistakable CI etched itself into people's minds through classic TV advertising, and to this day its slogan — "auf diese Steine können Sie bauen" ("bricks you can build on") — keeps winning trust. Through its long-standing partnership with ADBAKER, Schwäbisch Hall has established social ads as the perfect complement to classic TV advertising — growing brand awareness on the socials and generating qualified inquiries for home financing.
The Challenge
Making ADifference
- SOCIAL PERFORMANCE TRENDS Learnings from past best-performer campaigns, social performance trends, and cross-industry performance insights in the paid social channel all need to feed into the planning.
- PROCESSES Placing an effective ad message on the socials means drawing on different approaches from advertising psychology and design.
- PROCESSES The product range, individual top-seller products, and additional thematic angles all need to be factored into broad testing.
The Ads That Sold It
"Bausparen — the financing safety net." The campaign's goal was to reach a young audience and move them to sign a home savings contract. The challenge: getting a young audience to identify with the rather dry topic of building savings — and converting at a high rate. The dream of owning a home was brought to life through fast cuts and laid-back elements designed to speak to a young audience.
Goals Achieved & Learnings
No empty promises, no bullshit bingo. We're your sparring partner for honest, measurable results.
- SUCCESS Making a complex topic tangible and understandable for users
- ADAPTATION From classic TV ad material to the fast-moving world of Facebook, Instagram & co.
- AWARENESS Growing brand awareness and reach on the socials
- LEADS Generating qualified leads in home financing
- THINK MOBILE 1:1 and 9:16 formats instead of the 16:9 TV ad format. Fast, dynamic cuts
- WORDING Text overlay instead of voice overlay. Clear CTAs added
“Adbaker helped us use Facebook & Instagram marketing to effectively generate leads for home financing.”
Beate Schmitz
Online Marketing Specialist, Schwäbisch Hall AG
