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By The Drum Team, Editorial

November 1, 2012 | 2 min read

Knab, a new online bank in The Netherlands, has launched its services with a new integrated campaign from TAXI.

Knab - bank spelled backwards - has been operational since the beginning of October and launched the campaign after working closely with TAXI since 2011 on the brand positioning and the creative idea behind the banking brand.

The agency developed a TVC which was directed by Lernert & Sander and has been accompanied by a series of tag-ons, banners, web site and a radio campaign, all supporting the claim of smart simplicity by informing potential clients about the actual product benefits.

The idea behind the campaign is based on a simple question: why?

Job van Dijk, creative director at TAXI Europe, explained: “It’s the same question that the founder of Knab had in mind when the idea of a new bank came to life. Why can’t things be different? Better? We answered this question with a visually striking simplicity: the christening of a bottle of champagne with a boat.

“It illustrates the radical paradigm shift that Knab wants to introduce to the financial world by putting the client at the central point of all operations.”

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