Havas vividly proved that one can actually draw profit with a real zero at the Promotional Gift Award 2018 – and secured itself a distinction in the category Best Practice. To demonstrate how the zero interest policy literally eats up one’s savings, the company, Deutsche Asset Management, the asset manager subsidiary of the Deutsche Bank Group, developed a campaign with an attention-grabbing symbolic figure together with the lead agency Havas for its brand DWS: the “wicked zero“. The red monster with a nasty look – a zero with horns – that diligently shovels up banknotes into a huge abyss – stands for the destruction of assets. This enables the problem to be easily comprehended in a direct way while last, but not least conveying humour and a sympathy factor as well arousing interest in alternative investments. The “wicked zero” was used as an advertising messenger in a cross-media campaign, among others in the course of trade shows, events and mailings as well as a sales tool. Finally, the figure proved to be a coveted messenger in the branches of banks, for customers of Deutsche Asset Management and for promotion campaigns in several German big cities.
Havas Düsseldorf GmbH