Knab - bank spelled backwards - is a new online bank in The Netherlands: built from scratch and positioned to be the bank of tomorrow. The bank has been operational since the beginning of October, the campaign launches on the 1st of November.
Since 2011 TAXI has been working closely with Knab’s founders and the management team both on the brand positioning and the creative idea behind the innovative banking brand. The result of this collaboration is the introduction campaign launching today.
Unlike all other banks, Knab’s raison d’être doesn’t evolve around its financial products, but around its clients. Knab takes banking to the next level by empowering it’s clients with state of the art financial tools and services. It is a smart bank for people that want to manage their money in a smarter way. Being a bank that turns the conventions upside-down, it was looking for a fresh, yet simple approach for the introduction campaign.
The idea behind the campaign is based on a simple question: why?
Job van Dijk, Creative Director at TAXI Europe has the answer. “It’s the same question that the founder of Knab had in mind when the idea of a new bank came to life. Why can’t things be different? Better? We answered this question with a visually striking simplicity: the christening of a bottle of champagne with a boat. It illustrates the radical paradigm shift that Knab wants to introduce to the financial world by putting the client at the central point of all operations.”
The 30” TV commercial is directed by internationally acclaimed duo Lernert & Sander. As a core item of the campaign the TV spot is accompanied by a series of tag-ons, banners, web site and a radio campaign, all supporting the claim of smart simplicity by informing potential clients about the actual product benefits.