Volksbank Stuttgart
The appeal of being a ‘member of a cooperative bank’ is rather limited. That is precisely why we have been calling members something else since 2006. After all, who wouldn’t want to be a ‘banker’?
Through this creative term, we succeeded in making the opportunity for membership – purchasing a €50 share – instantly extremely attractive. The “small shareholder” is given an identity, but at the same time a status of appreciation. We tell them that the bank belongs to them. They are therefore de facto owners or, in other words: bankers of Volksbank Stuttgart. Incidentally, it is now one of the cooperative banks with the largest membership, not only in the south-west but throughout Germany. The number of members grew from around 65,000 to 170,000 (as of 2017). The campaign played a major part in this development.
To this day, the name and the brand associated with it are perceived as appealing and charming, and form the centrepiece of Volksbank Stuttgart’s communications. A key component of this is the Bankier Card. All members’ bank and credit cards bear the name ‘Bankier’ and, every time a card is seen or used, serve as a subtle advertising medium in the wallet.
- Our mission
- Brand strategy
- campaign
- Corporate identity
- Brand name and logo development
- World of Words
- Film
- Print media
- Out of Home
With 170,000 members, Volksbank Stuttgart eG is one of the largest cooperative banks in Baden-Württemberg.
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