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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
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