The new bank. The new BAWAG.

The new BAWAG is a bank for private and business customers who expect exceptionally high service and consulting quality. Highly qualified advisors offer first-rate solutions tailored to meet the customer's specific needs from a broad product portfolio. BAWAG's products and services are an excellent value for the money, and the bank sets itself apart from its competitors by focusing more on meeting its customers individual needs.

"Our aim at BAWAG is to offer the best customer service in Austria," said CEO Ewald Nowotny at the press conference on 1 October 2007. The slogan "The new bank. The new BAWAG." expresses our goal of establishing a new kind of bank: greater customer friendliness, more service orientation – a new class of bank for Austria.

The new BAWAG advertising campaign, which was created by Dirnberger de Felice, clearly communicates this focus on providing the best possible advice and customer service. The agency's campaign proposal was selected as the best of the seven that were submitted during a multi-stage competition, and Dirnberger de Felice was then commissioned to implement the bank's communicative repositioning.

Dirnberger de Felice attached particular importance to "tangible credibility" in its implementation. To this end, the advertising specialists selected a fitting visual as a central symbol for the campaign: BAWAG's staff have been rolling up their sleeves in the commercials, on the posters, in the print ads and in the bank branches since the start of the campaign. This is intended to express that BAWAG's new brand promise is by no means just empty words.

BAWAG branches with extended opening hours (open until 17:30 daily):

1010 Vienna, Fleischmarkt 1
1010 Vienna, Georg-Coch-Platz 2
1010 Vienna, Schottenring 13
1010 Vienna, Tuchlauben 5
1020 Vienna, Lassallestraße 38
1020 Vienna, Prater Straße 68
1020 Vienna, Taborstraße 37
1030 Vienna, Landstraße Hauptstr. 60
1030 Vienna, Kardinal Nagl-Platz 12
1030 Vienna, Rennweg 1
1040 Vienna, Favoritenstraße 39
1040 Vienna, Wiedner Hauptstraße 74
1050 Vienna, Pilgramgasse 17
1050 Vienna, Reinprechtsdorfer Str. 30
1060 Vienna, Barnabitengasse 11-13
1060 Vienna, Mariahilfer Straße 89a
1070 Vienna, Lerchenfelder Straße 43
1070 Vienna, Mariahilfer Straße 22
1070 Vienna, Neubaugasse 15
1080 Vienna Alser Straße 31
1080 Vienna, Josefstädter Str. 28
1090 Vienna, Nussdorfer Straße 10-12
1200 Vienna, Allerheiligenplatz/Salzachstr. 2
1200 Vienna Wallensteinstraße 1
1200 Vienna, Wallensteinstraße 32




 

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The new PSK Bank

PSK BANK is different from other banks. It is the bank for "Mr. and Ms. Austrian". It sells straightforward products for their everyday financial needs and offers competent, solid advice – clearly and understandably in terms the customer can understand. PSK BANK is a bank without lots of "bells and whistles". It concentrates on what's important and can thereby offer its banking products and services at very reasonable prices. PSK BANK is ideal for customers who value ease and convenience. PSK BANK's customers benefit from the extensive outlet network and opening hours of the Austrian postal service.

Commensurate with PSK BANK's unique position, Dirnberger de Felice created an advertising campaign that is different from that of any other bank. The customer's financial problems are solved in a quick and uncomplicated manner. The symbol for PSK BANK is a counter with an advisor who simply "destroys" the problem shown in red text while being accompanied by the slogan "Trari, Trara, die Bank ist da!", meaning "the bank to the rescue".

(Football savings account, mutual funds, personal investment)

This new advertising campaign is establishing a distinct profile for PSK BANK within the post offices. At the same time, the bank uses the advantages offered by the post office network: reliability, proximity to the customer and convenient opening hours. The name change from P.S.K. to PSK BANK is also intended to show what PSK BANK has grown to become over the past years: a full bank in its own right.

The new logo family

As different as BAWAG and PSK BANK are in their images and the services that they offer, they are still part of a single company, BAWAG P.S.K. And: the various products offered under each brand can be serviced at BAWAG and PSK BANK alike. For this reason, it was important to clearly show the common home of BAWAG and PSK BANK in spite of the different advertising images and campaigns. A new, integrated logo family was born. And market research has shown that this was a good decision.

The basic elements, typefaces and colours in the BAWAG logo were made more dynamic to portray the bank's evolution – the heavy BAWAG "roofs" were transformed into light, modern "sails". A symbol for the new course that the bank has set.
The PSK BANK logo now incorporates the BAWAG sails, and the post horn was eliminated.
The logos of BAWAG P.S.K. and its subsidiaries are combinations of both individual logos.