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?
Portuguese BES bank [Banco Espírito Santo] just launched the b-a-bes – a dictionary that helps customers understand bank-related terms and will hopefully increase economic literacy levels. This online tool recalls the expression “b-a-bá” (babbling) and includes videos, graphics and answers to frequently asked questions about economic jargon.
The French bank BNP Paribas launched an online bank called “La NET Agence”. This virtual bank enables clients to keep the same financial advisor without having to go into a bank branch in person. BNP goes further and also allows clients to open a bank account by tweeting to the online bank’s dedicated Twitter account.