Germany's Co-operative Banks Chase Under-30s With a Goal-Led, Social-First Campaign
Updated: 6 days ago
TL;DR: The Genossenschaftliche FinanzGruppe — the Volksbanken Raiffeisenbanken and partners — has launched its first group-wide campaign, 'Das kriegen WIR hin', built by TLGG and BBDO to win over 18-to-30-year-olds by talking about their goals rather than financial products.
What's Been Launched
The Genossenschaftliche FinanzGruppe — which brings together the Volksbanken Raiffeisenbanken, DZ Bank, EasyCredit, R+V Versicherung, Schwabisch Hall and Union Investment — has rolled out its first group-wide campaign, 'Das kriegen WIR hin' ('We'll sort it'), aimed at 18-to-30-year-olds.
TLGG/Omnicom Precision Marketing developed the core social-media concept and adapted it across touchpoints, while BBDO acts as lead agency for the Volksbanken Raiffeisenbanken, handling local advertising materials and the campaign landing page.
Goals First, Products Later
The creative deliberately avoids leading with financial products. Instead it centres on young people's real goals — a first flat, travel, mobility, financial security. BVR's Marc Weegen explained the thinking: 'Young people think in concrete goals and challenges, not individual financial products.'
It is social-first, running across social, online video, streaming, audio and cinema, with a central landing page that funnels audiences toward a second, product-focused phase. A music-led activation with the band Electric Callboy adds cultural reach beyond standard financial advertising.
Marketing Minute's Read: Meet the Customer at the Goal, Not the Product
This is textbook jobs-to-be-done thinking applied to a sector that usually sells features — rates, accounts, insurance lines. Starting from the outcome a young person actually wants, and treating products as the means to it, is how you earn attention from an audience that reflexively tunes banks out.
The two-phase structure is smart: win interest with relevance, then convert with product once a little trust exists. The real risk for a federated group of hundreds of local banks isn't the idea — it's consistency. 'Many banks, one voice' is hard to hold, and the campaign will live or die on whether local execution stays on message.
Quick FAQ
What is 'Das kriegen WIR hin'?
The first group-wide campaign from Germany's Genossenschaftliche FinanzGruppe (the co-operative Volksbanken Raiffeisenbanken and partners), aimed at 18-to-30-year-olds and built around their life goals rather than financial products.
Which agencies made it?
TLGG/Omnicom Precision Marketing developed the core social concept and cross-channel adaptation; BBDO is lead agency for the Volksbanken Raiffeisenbanken, handling local materials and the landing page.
What's the strategy?
A goal-led, social-first first phase that builds relevance with young audiences, funnelling to a second phase that introduces specific products once interest is established.
Banks love to sell products; young people are buying outcomes — a first flat, a trip, a bit of security. Leading with the goal and treating the account as the means is exactly right. The hard part for a federation of banks isn't the idea, it's holding one voice across hundreds of local branches. — Daniel Nikolla, Founder of Merx Marketing
Meet customers at the goal, not the product — especially a young audience that tunes banks out; lead with the outcome and let the product follow.
Does your marketing start from your product or from your customer's goal? Tell us which shift made the biggest difference.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
