IN PAYMENT ACCOUNT FOR YOUNG PEOPLE BANCA INTESA
We had a challenging task for Banca Intesa to create the IN payment account for young people, targeting youth and their introduction to the world of finance.
Challenge
We started with the most difficult question: How to approach Gen Z, whose attention is hard to attract, and even harder to keep?
Our goal was to present Banca Intesa as an innovative and modern bank that understood needs of youth and was willing to set them as a priority.
Solution
Therefore, we decided to get to know them better and provoke a disruption of the banking market.
We created for them a payment card with a unique design and an account offering special benefits for young people.
We addressed them in their language. On the first name basis, immediately and directly, with a focus on benefits. We used the language they understood on the most diverse channels, primarily close to them – digital and relevant events such as festivals and employment fairs.
And they heard us.
Results
- We exceeded the defined target by as much as 0% during the campaign
- Share of young clients rose from 0% to 0%
Conclusion
Banca Intesa was perceived as the bank that was able to hear and understand young people, resulting in an increase in the number of young clients. This earned us the award in the Financial Sector – Communication category at the Disrupt Awards 2024.
We learned to talk with Gen Z even about banking services, since understanding with a target group depends on a communication style.
If you want to be heard by your target group, tell us who they are and what you want to tell them, and we will find a way to do it.