Dresdner Bank has launched its new Dresdner Bank Direct24 product line. The campaign expands Dresdner Bank's position in retail banking. The new line is unique in the German banking market, and focuses on clients who buy simple banking products over the Internet.
"Dresdner Bank Direct24 is up-to-date, quick, and easy to understand. We offer attractive products at attractive prices," said Dresdner Bank board member Andree Moschner about the launch. The product line has its own new gold and orange look. The aim is for the new products to increase Dresdner Bank's online clients from the current two million to three million within the next three years.
New Dresdner Bank Direct 24 product line launched
Andree Moschner: "We offer attractive products at attractive prices"
Combining the best of two worlds
Dresdner Bank Direct24 targets both new clients and clients who already use the bank's consulting services. It will allow them to combine the best of both worlds at a single bank. Dresdner Bank Direct24 supplements Dresdner Bank's time-tested advisory services with simple, attractive products that focus on the basic needs of today's banking clients.
The line will have seven products to start with: demand deposit accounts at a 3.75 percent interest rate, a zero-euro checking account, a term account with a interest rate of 4.6 percent, investment options starting at 25 euros, construction financing at interest rates starting at 4.74 percent, consumer loans at rates starting at 5.99 percent, and a prepaid credit card with a 30 euros annual fee. The line is available through all Dresdner Bank sales channels, and the contracts can be signed over the Internet, at branches, or at Allianz agencies. Signing-up for services is simple and uniquely quick compared to the competition.
Expanding position
Dresdner Bank Direct24 takes Dresdner Bank onto the offensive: "Clients like combining services. They want to be treated fairly for the long-term, not roped in with decoy offers," said Moschner. Dresdner Bank Direct24 is aimed primarily at online clients, whose numbers have been growing sharply over the past few years.
The new product line is part of a bundle of initiatives with which Dresdner Bank intends to expand its position. A few days ago, the bank announced a campaign aimed at small and medium enterprises. There is also a product and consulting campaign for doctors, and a broad-based consulting initiative on the withholding tax. As early as last year, Dresdner Bank began a joint effort with Allianz agents to open Allianz "banking agencies" that sell both banking and insurance products. Some 120 of these banking agencies are open for business.
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