Volksbank Ruhr Mitte

Due to the fact that the business activities of the former Volksbank Gelsenkirchen-Buer has outgrown the borders of Gelsenkirchen in the recent years as a consequence of a number of merges, the advertising agency M.L. & S. has been commissioned to design a new brand name for the company.

It was essential to create a name for the new entity that would foreground the size of the bank and clearly communicate the idea of its regional importance. The new name “Volksbank Ruhr Mitte” should be identified and accepted by about 130 000 customers, business partners and 520 employees in seven cities and 40 branches between Lippe and Ruhr.

The overall task includes developing a claim and a new corporate design. A regional campaign will be launched to support introduction of the new name. It will also position the bank as an all-around financial consulter.

The running image campaign in the local print, radio and outdoor media communicates the new name with the help of testimonials. Its various motifs are aimed at different target groups. The motto of the campaign “Hier ist die Mitte” implies geographic position of the Volksbank business area. In a very appealing way it brings out the importance of this region in the heart of the most populated urban agglomeration in Germany.