BERLIN, GERMANY – FINOM, the European digital banking solution for small businesses, launched an unconventional marketing campaign using fax machines to highlight Germany’s continued reliance on outdated administrative processes.
The “Faxvertising” campaign targets Germany’s estimated 77% of entrepreneurs who, according to BitKom research, still use fax machines for administrative tasks, leading to significant opportunity costs. It builds on FINOM’s efforts to simplify financial operations for European entrepreneurs by offering a comprehensive all-in-one suite of digital financial management services including business accounts with local IBAN, E-invoicing, expense management, AI-powered accounting and business lending.
“Faxvertising” features fax machines sending satirical resignation letters to business owners across the country:
“German businesses waste hundreds of hours annually on paperwork that could be automated,” said Roman Bukh, Brand Director at FINOM. “By having fax machines deliver their own retirement notices, we’re highlighting this absurdity in a way that resonates with our audience.”
The campaign includes 2 distinct elements:
01. A nationwide distribution of humorous fax messages to small businesses — each written from the perspective of a weary fax machine begging to be retired from a life of bureaucracy. Messages included QR codes linking to free trials of FINOM’s digital banking platform.
02. A street marketing event in Berlin where fax machines took to the streets to speak out against bureaucracy. In some of the city’s most popular locations, dozens of fax machines appeared on branded pedestals, printing out their personal pleas to be retired — and calling for a switch to smarter solutions like FINOM.
Credits
Talent Creative Agency:
Executive Creative Director – Anna Migaleva
Associate Creative Director – Lucy Kulibaba Associate Creative Director – Roman Vydashenko
COO – Ksenia Luzhnova
Account Director – Alexandra Boettcher
Influence Manager – Zinaida Viushkova
Strategic Director – Roman Kostuchenko
Executive Producer – Alisa Smirnova
Designer – Elizaveta Korotaeva
Local production service: Kunst für alle agency
Producer – Michael Kulikov
Producer assistant – Tamara Kulikova
Set designers – Arina Topoleva , Olha Sharafanenko
Locations – Vladislav Konyshev
Assistants in set – Slava PTRK, Alex Pavlov
Finom:
Brand Director – Roman Bukh
SMM Manager – Aglaia Dvornikova
