DraftFcb

Financial Services (105)

The bank that’s investing in youth

The bank that’s investing in youth

Intesa Sanpaolo bank created a bank account called Superflash that caters to young adults. They have even opened their first flagship store in Milan dedicated to this audience; the opening hours are form 1.30 to 7pm, it features a relax and play areas, WiFi and even a Formula 1 simulator.
 

Why it matters

Banks and young people seem to speak two different languages. Superflash is a brand within a brand that speaks the language of this specific audience, with a set of values that differ from those of its family brand Banca Intesa. To really connect with a hard-to-reach audience, do banks need to not only ‘talk the talk’, but also ‘walk the walk’?
 

Authenticity
Experience
Italy
Financial Services
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

Legal fare dodging

Launched in January, Promobilletes sells  public transportation tickets in Barcelona at discounted rates of 10 to 50 per cent thanks to sponsorship from advertisers.
As well as benefiting travellers, the brands sponsoring the tickets gain exposure on the Promobilletes website and can send personalized notes out with the tickets to travellers making purchases.
Promobilletes brings commuters respite from increasing ticket prices while giving advertisers an opportunity to generate considerable exposure.

Instant Gratification
Significance
Financial Services
Spain
 
Niche cover for cars

Pocho is a differentiated insurance package for low-cost, small and second-hand cars.
 

Significance
Financial Services
Russia