German Bank Sparkasse Turns Human Doubt into a Musical Hit

Struggling with significant financial decisions is a tough and well-known issue for everybody. Your head says no, but your gut thinks, sure, why not? 

Based on the insight that people often aren’t sure if they can afford a loan for large purchases or not, the German bank Sparkasse and its agency, Jung von Matt/SPREE, created an engaging music video: the NOT-SURE song. It lists various relatable reasons for taking out a loan – then rejects them with its NOT-SURE wit. In the end, all decisions lead to the savings bank. 

“We wanted to show that we know how our clients feel.” says Silke Lehm, Head of Marketing at Sparkasse.

“Based on this insight, it was super important for us to create a campaign that’s very different from the hard sell stuff we’re so used to seeing. Because it’s really about being close to people,“  adds Till Eckel, Chief Creative Officer of Jung von Matt/SPREE. 

The campaign features up to 20 original songs, as well as an online “hit machine”. Here, people can create personalised NOT-SURE songs for special occasions like Mother’s Day, or just for friends. 

The video was directed by Bernd Fass and produced by Element E, while the singing voice belongs to Berlin-based artist Ludwig Berndl. It rolls out nationwide on TV and across social media.