Erste Group Launches Vertical Drama Series to Target Young Audiences on Social Media
Erste Group is expanding its brand communication strategy by launching a micro-drama titled „Seesüchtig – eine Glaub an dich Story,“ developed in partnership with Sandrats Media. Premiering on September 7, the series consists of 24 episodes, each running approximately two minutes, following four young adults during a summer at Neusiedler See. According to Erste Bank und Sparkasse, the project distributes content across social media channels and the streaming platform Joyn.”
The production utilizes a vertical 9:16 format tailored for mobile platforms like TikTok and Instagram, alongside a horizontal version designed for larger screens. This approach creates a cross-platform fictional campaign that extends the bank’s existing “Glaub an dich” brand platform, established in 2017. Previous campaigns under this banner, such as the spot „Hab Mut an dich selbst zu glauben,“ have drawn approximately two million views on the YouTube channel of Erste Bank und Sparkasse, according to company data.”
Did you know? The open casting call for the series bypassed traditional agency requirements, asking applicants instead to submit a simple 20 to 30-second vertical smartphone video to secure roles in the ensemble.
Plot Structure and Cross-Border Distribution Strategy
The storyline focuses on a character named Leni as she navigates friendship, first love, and personal challenges at Neusiedler See. By employing short narrative arcs and cliffhangers, the two-minute episodes adapt traditional serial dramaturgy for mobile viewing habits, according to production details.
Maja Kölich, marketing director at Erste Bank Oesterreich, stated that young content consumers expect materials relevant and authentic to their daily lives. Following its debut in Austria, the series will roll out across Croatia, Poland, Serbia, Slovakia, the Czech Republic, Romania, and Hungary, extending the brand’s reach throughout Central and Eastern Europe.
Fashion Editorial Collaboration and Urban Campaign Aesthetics
To accompany the series release, production teams organized a fashion editorial at Le Méridien Vienna featuring cast members Toni Gohl, Wieland Lackinger, and Valerie Valdez. Fashion photographer Jürgen Hammerschmid captured the actors wearing looks from the MODE WIEN Preview summer collection „LINUM“ 2027, with curation managed by style expert and trend scout Wolfgang Reichl.”
The resulting images present the actors in purist, elegant, and expressive linen ensembles that translate the series’ summer atmosphere into an urban campaign aesthetic. Doris Zucker of NO LIMITS PR and more directed production and PR, while Harald Klemm documented the making-of process, with hair and make-up managed by Susu Babolleh, jewelry provided by nilmanel happy jewels, and footwear supplied by Humanic.
Frequently Asked Questions
When does „Seesüchtig – eine Glaub an dich Story“ premiere?
The series launches on September 7 across the TikTok, Instagram, and YouTube channels of Erste Bank und Sparkasse, as well as on the streaming platform Joyn.
How many episodes are in the micro-drama?
The series features 24 episodes, with each installment lasting approximately two minutes.
Where was the companion fashion editorial shot?
The fashion editorial was photographed at Le Méridien Vienna, featuring looks from the MODE WIEN Preview summer collection „LINUM“ 2027.”
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