New Corporate Identity (CI) and new brand image campaign for Spuerkeess

Before the launch, we sought the right external partner to support us. It is important to have an outside viewpoint in a rebranding exercise, because you lack the required distance. We very quickly came across BetoCee. They have sound references, an interesting methodology, and we got along well.

Then, we started with a blank slate. The Executive Committee gave us carte blanche, but with a taboo, the red square, and a premise, no revolution. An introspection exercise, based on interviews and workshops, enabled us to rediscover who we are.

Based on our "Brand Doctor”’s methodology, we thus determined the attributes of our brand, what makes us unique, the brand’s character traits, our value domain and our internal Leitmotiv. All this constitutes our "Brand Diamond”, which formed the basis of all the work that followed. We also had to get rid of our multiple personality, which was often a source of confusion, particularly among new customers. We therefore had to make a decision. Are we BCEE, Spuerkeess or Banque et Caisse d’Epargne de l’Etat, Luxembourg?

POP is an acronym for "Pleasant, Open and Proud” and is deviated from the “Brand Diamond”. It is not to be confused with the “Leitmotiv”, which… will remain secret! We have for example reviewed our sponsoring approach, and we have chosen five areas in which Spuerkeess wishes to invest as a priority. For each sponsoring request made, we will from now on ask ourselves the question, is it POP? In other words, does it reflect our brand’s personality and does it conform to our values?

By opting for the trade name Spuerkeess, we chose to highlight our Luxembourg roots, so we consciously chose an English baseline to highlight our openness to the strategic target of expats. And it shows continuity with the former baseline “Äert Liewen. Är Bank”.

Yes, indeed. We wanted to publicly recognise our advisors. It’s gratifying for staff, it perfectly reflects the POP spirit and in a country like Luxembourg, where everyone knows each other, it offers a real plus to the campaign.

We thus called for volunteers and organised casting sessions. For the advisors, it was also an opportunity to get away from their everyday business and do something really different.

You can see our colleagues’ motivation and the excellent atmosphere we enjoyed at the shooting in the film, which definitely conveys the strong positive emotions we were looking for. A big THANK YOU to all our actors and the whole SAMSA team! I think this 100% Luxembourg production is every bit as good as large international productions.

From the outset, we were looking for an iconic song that could reinforce the positive emotions of the film. With its words and the energy provided by James Brown, “I feel good” was a perfect match. It also makes you want to get moving and dance. As we had chosen dancing as a universal means of expressing joy for our film, we didn’t need to think about it too long when BetoCee suggested James Brown.

The song also has the advantage that it makes it easy to transpose the campaign to the radio, and just by seeing the newspaper advertisements or the bus shelters in the street, you immediately start singing the song in your head. I feeeeeeel good…