Observed Signal · Jul 20, 2026 · Campaign Launch · Source: Meedia · Impact: 2/5 · Sentiment: Neutral
Sparkassen and Scholz & Friends launch branded miniseries
The Sparkassen-Finanzgruppe and its lead agency Scholz & Friends have launched a five-part branded-entertainment miniseries called "Die Neusparer". The fictional streaming format, featuring musician Mark Forster as himself, is intended to promote modern investing and the Sparkassen depot product S‑Neo under the campaign themes "Mission neues Sparen" and the claim "Dein Geld verdient Besseres." The series will be distributed via streaming services and social channels and forms the core of a cross-media campaign including CTV/Addressable TV, linear TV, out-of-home, print, POS, display and social media assets.
Illustrates advertiser experimentation with long-form branded content and cross-media CTV distribution, relevant to media planning and creative production but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Sparkassen-Finanzgruppe and lead agency Scholz & Friends produced a five-part branded-entertainment miniseries titled "Die Neusparer".
- Musician Mark Forster appears as himself in the series.
- The series is distributed via streaming platforms and social media and is the centerpiece of a cross-media campaign spanning CTV/Addressable TV, linear TV, OOH, print, POS, display and social.
- Campaign aims to encourage switching into higher-yield investments and to position the new depot offering S‑Neo as an easy entry into securities saving under the leitmotif "Mission neues Sparen".
Connected Companies & Entities
1 Entity mapped“Together with its lead agency Scholz & Friends, it is starting the branded-entertainment campaign 'Die Neusparer'....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Wolter Twins Star in BB Bank Full-Funnel Campaign
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Sparkassen launch S‑Neo broker app
The German Sparkassen have launched S-Neo, an in‑app brokerage integrated into the Sparkassen app to compete with neobrokers such as Trade Republic and Scalable Capital and to attract younger investors. S‑Neo offers trading in more than 21,000 securities, including ETFs, with depot/custody management and order execution directly in the app. Initially available only to existing Sparkassen customers, the service is scheduled to open to new customers around the turn of 2026/2027. Each of roughly 338 local Sparkassen sets its own pricing and conditions; many offer free custody within limits and free savings-plan execution, while transaction fees are typically around €0.95–€1. The launch is backed by a broad marketing push, including the web video series "Die Neusparer" and placements on streaming and social platforms.
Twentyrising Debuts 'Oberhammer Oberbayern' Music Video for Sparda-Bank Munich
German agency Twentyrising has unveiled its debut campaign for Sparda-Bank München after winning the bank's advertising account in a pitch months earlier. The two-minute music video, titled 'Oberhammer Oberbayern', is a love letter to Upper Bavaria. It shows a couple driving through the region in a classic BMW while a catchy hymn celebrates regional pride. Sparda-Bank CEO Peter Berger says the campaign reflects the bank's role as a community-focused 'Gemeinwohl-Bank'. The film ends with a link to the 'Oberkonto', promoting the free Sparda Next checking account. The integrated campaign runs in cinemas, on social media platforms including Reddit, TikTok and Twitch, across (D)OOH surfaces and on radio. The video was produced by Umlautfilms with music by Not A Machine and directed by Baris Aladag. Twentyrising also modernized the bank's visual identity and serves clients such as Congstar, Netflix, RTL and Freenow.
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