Sparkassen start national campaign for the PAYBACK partnership
More time for what really counts
The Sparkassen-Finanzgruppe and PAYBACK, Germany’s largest and most popular rewards program, are launching a new national campaign. Sparkasse customers have the chance not only to automatically earn PAYBACK points when paying with their Sparkassen-Card, but also to become a “points millionaire.” Anyone who links their Sparkassen-Card to PAYBACK by October 30, 2025, will automatically be entered into the sweepstakes.
At the heart of the campaign is the “More Than Money” moment: the assurance of not only saving money but also acting smarter—and having fun while doing it. Using a full-funnel approach (TV, cinema, OOH, radio, digital), it reaches a broad target audience. A sweepstakes with a daily drawing for 1 million PAYBACK points provides an additional incentive to link the Sparkassen-Card to the PAYBACK account. The message: Sparkasse is modern, approachable, and always there for its customers.
“The partnership with PAYBACK is a milestone for the Sparkassen-Finanzgruppe and makes life easier for our customers. Paying while earning points at the same time—that’s a real everyday benefit,” says Silke Lehm, co-head of the Sparkassen-Finanzgruppe’s newsroom.
The campaign concept by Scholz & Friends Hamburg brings the Sparkasse’s brand values—support, success, simplicity—to life. The tone is optimistic with a dash of Sparkasse humor. At the center: Carla, the smart, laid-back heroine, and Sven-Dennis, an exaggerated motivational coach. The contrast demonstrates in an entertaining way just how straightforward the PAYBACK integration is.
“With this campaign, we’re not just promoting a product, but conveying a sense of ease and smart saving,” explains Marielle Wilsdorf, Partner and Creative Director at Scholz & Friends Hamburg. “The humorous execution and memorable characters ensure that the benefits of the Sparkassen-Card stick in viewers’ minds,” adds Janine Schumann, Head of Campaign Management in the Sparkassen-Finanzgruppe Newsroom.
In the video, the setting shifts from the office to a stylized red room. There, the connection between the Sparkassen-Card and PAYBACK is staged as a visual “firework display”—a clear image of real added value in everyday life.
Credits
Client side: Newsroom of the Sparkassen-Finanzgruppe of Deutscher Sparkassen- und Giroverband e.V. and S-Communication Services GmbH in partnership with the S-Markt & Mehrwert GmbH
Scholz & Friends Hamburg:
Management: Liane Siebenhaar, Marielle Wilsdorf
Creation: Sertan Oyman, Christopher Malik, Nina Drangmeister, Johanna Köhler, Philipp Ries, Alexander Grapp
Strategy: Julia Jarosch, Sarah von Rüden
Consulting: Jana Huth, Georg Doyle, Jennifer Rafiq-Dost
FFF: Domenik Raabe
Art Buying: Nele Herrmann
Production: Zauberberg Productions GmbH
Director: Micky Suelzer
Photographer: Cem Guenes
Post Production Photo: PX1 Berlin GmbH