Embracing Drama: Sparkassen-Finanzgruppe and Scholz & Friends Launch the Micro-Drama “Bezammeln”
The Sparkassen-Finanzgruppe and Scholz & Friends are capitalizing on the rising trend of micro-dramas: Starting January 18, 2026, a three-part social media mini-series will introduce the neologism “Bezammeln”—the act of collecting PAYBACK points when paying with the Sparkassen-Card—to younger target audiences in an entertaining way.
Making a catchy phrase go viral is part of the standard repertoire of modern brand communication. So are the behind-the-scenes dramas that come with it. Influencers are hired, Reels are produced, Stories are posted. Everyone in the industry knows that these processes are often “dynamic.” And that’s exactly where the mini-series “Bezammeln” comes in, developed and produced by Scholz & Friends for the Sparkassen-Finanzgruppe.
The three-part mini-series begins with a Reel by Hamburg-based influencer Jenny Köpper (Instagram: @jenny.kppr). What initially appears to be the finished result of a typical influencer collaboration quickly shifts to a different perspective: Behind the scenes, the camera follows an internal Sparkassen “task force” whose mission is to raise awareness of the neologism “Bezammeln”—paying and collecting.
“Bezammeln” is more than just a narrative hook. The term was developed by Scholz & Friends as a neologism and describes the simultaneous collection of PAYBACK points when paying with the Sparkassen-Card. The series makes no attempt to explain this product promise—rather, it shows how challenging it can be to convey even a good idea in a way that is understandable, relatable, and entertaining.
“Younger audiences are becoming increasingly skeptical of traditional campaign formats. That’s why ‘Bezammeln’ focuses on entertainment rather than persuasion, making brand value tangible through cultural relevance and humor. For us, this is a logical step toward contemporary brand communication. We create relevance where opinions and routines are formed today: on social media,” explains Janine Schumann, Head of Campaign Management in the Sparkassen-Finanzgruppe Newsroom.
In terms of content, the series does not rely on glossy visuals or traditional advertising drama, but on self-reflection: the humor arises from situations that are commonplace in agencies and marketing departments—and that is precisely why they remain relatable.
The format was developed and produced entirely in-house in close collaboration between the experts in cultural marketing and the internal content production team at Scholz & Friends Broadcast.
The format fits into the international trend of so-called micro-dramas: short, vertical series with self-contained storylines, produced for mobile platforms. Unlike traditional campaign films, they function less as advertising and more as programming—with fictional elements, simple settings, and a clear narrative approach.
“The micro-drama trend is set to make a big splash in Germany this year as well—by offering a behind-the-scenes look at its ‘Bezammeln’ campaign, Sparkasse has created an additional content highlight that no one would likely have expected from them in this form: fast-paced, self-deprecating, and full of community inside jokes,” explains Jonathan Faerber, Head of Strategy and Cultural Marketing Specialist at Scholz & Friends.
Marc Lerche, Executive Producer at Scholz & Friends Broadcast, adds: “With ‘Bezammeln,’ it was important to us to think of the series not as an advertising tool, but as a program. For us, it’s primarily about humor, self-deprecation, and the joy of storytelling. The Broadcast Team handled the script development, casting, direction, production, and editing. With Jenny Köpper and our entire cast, we had the perfect setup for this. Incredibly entertaining and exactly the right energy for this format.”
The mini-series premieres on January 18, 2026, with additional episodes on January 19 and 20, and will be available on the social media channels of the Sparkassen-Finanzgruppe and the participating partners.
Credits
Client:
Newsroom der Sparkassen-Finanzgruppe von Deutscher Sparkassen- und Giroverband e.V. und S-Communication Services GmbH in Zusammenarbeit mit der S-Markt & Mehrwert GmbH
Book and Production:
Scholz & Friends Broadcast
Agency:
Scholz & Friends Hamburg
Christopher Malik, CD Copy
Johanna Köhler, Senior Art Director
Philipp Ries, Senior Copywriter
Jonathan Faerber, Cultural Marketing Specialist & Co-Founder CIRCUS
Julian Schmitz, Cultural Marketing Specialist & Co-Founder CIRCUS
Georg Doyle, Account Director
Jacqueline Lyson, Senior Account Manager