Financial Services (105)
Talking to youngsters the youngster way
The French post has launched an interactive video in order to introduce its bank services to young people. A young man is having a bad day and viewers have to help him decide what to do. As the video progresses, he has the opportunity to use all of the services provided by the bank.
Why it matters
Talking to youngsters is difficult, especially for “serious” services like banking. The French post bank manages to simply show how useful its services are in this daily life context. Young viewers are entertained as they recognize themselves in the video.
Do serious brands need to rethink how they speak to youngsters and bring their communications back to real situations in order to reach them?
French financial services brand Cetelem has created an entirely non-commercial website called moncreditresponsable.com where consumers can find advice and information about obtaining and sensibly managing credit.
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.