Partner for Change
Life today is shaped by constant change. Some moments we plan for, others catch us off guard. Some are exciting, others challenging. Change is something people navigate every day.
For ČSOB, this became the starting point for a new brand platform. As one of the country’s leading financial groups, with the scale, innovation and expertise to play a much bigger role in people’s lives, ČSOB needed a concept that reflects that strength in a way that feels more modern, more confident, and more relevant to the reality people live in today.
“As banking becomes more commoditised, brands have the opportunity to be more than just service providers. Our concept gives ČSOB an active role – not an invisible one in the background, but one that reflects the real impact it can have across different life moments.”
Ondřej Fiala, Business Director VCCP
To bring this role to life, the campaign introduces a new brand symbol – the Good Point. Evolving from a long-standing element of the ČSOB logo, it becomes a flexible device that represents the many ways the brand shows up in people’s lives – encouraging, guiding, supporting or protecting them through moments of change.
“The Good Point symbolically expresses the role ČSOB plays in people’s lives – supporting them when they want to make a change, guiding them through important decisions, or protecting them when things don’t go according to plan.”
Jiří Jón, Executive Director for Group Communications and Marketing ČSOB
The campaign runs across TV, online, social, radio and out-of-home, supported by PR and non-traditional formats. A one-minute hero film launches the platform, followed by shorter formats and product-focused executions across key areas of the ČSOB portfolio.
