BANK / INVESTMENT / SAVINGS CAMPAIGN: Banco Panamericano
Introduction: We live in a spirit of the time that sets some of the solid concepts of banking and saving (sacrifice, austerity or simplicity) far from the carpe diem of several generations. Materially, many young people do not save because they have so little left at the end of the month that they do not consider it worth sacrificing that little monthly luxury for something bigger.
There is also enormous immaturity in financial terms. Whether it is tax returns procedures, bank paperwork or similar procedures, it is understood that this is something for adults (real adults). Young people, always independent, submit to the authority of their parents in order to avoid their own responsibilities as adults.
There is also enormous immaturity in financial terms. Whether it is tax returns procedures, bank paperwork or similar procedures, it is understood that this is something for adults (real adults). Young people, always independent, submit to the authority of their parents in order to avoid their own responsibilities as adults.
To counter all this, it is important to empower young people. From 18 to 29, the use they make of their bank applications is very similar. It doesn't matter much whether they are employed or not.
The first main objective is to bring young people closer to their economy and make them see that they are the owners of this and that they can carry out other types of operations in their savings accounts (set aside money, create funds to finance x things, invest, set up small deposits).
The first main objective is to bring young people closer to their economy and make them see that they are the owners of this and that they can carry out other types of operations in their savings accounts (set aside money, create funds to finance x things, invest, set up small deposits).
The financial capacity of young people should not be underestimated. Even without a large income, if a boy starts his degree and every weekend sets aside 5 euros from his parents' pay for a deposit, at the end of the degree he will have paid half of a good master's degree. This example applies to a motorcycle, a trip, a small car or monthly rent.
The next objective is closely related, to promote savings. It is not about imposing a new Calvinist education in which young people detest consumption and embrace the eternity of saving. But present this idea as cool. Something as simple as swiping your finger on your bank app and transferring money to your savings fund. Make a transfer to yourself. Send money to your savings account. Invite your future self to a trip.
The next objective is closely related, to promote savings. It is not about imposing a new Calvinist education in which young people detest consumption and embrace the eternity of saving. But present this idea as cool. Something as simple as swiping your finger on your bank app and transferring money to your savings fund. Make a transfer to yourself. Send money to your savings account. Invite your future self to a trip.
Strategy: The target audience would be divided in two, on the one hand the users of the Banco Panamericano itself, and on the other hand young people who want to enter a simple bank with an intuitive app. Marketing issues such as low or no initial commissions or welcome gifts would be the push that the idea would need to sneak into the consumer's short-list.
The advertising that we are going to develop should be compensated with a reformulation of many aspects of the “Youth Banking” tab of the Banco Panamericano. We are not talking only about design, as this would be the responsibility of an art director, but about supporting some of the ideas that we are going to launch as basic positioning.
The advertising that we are going to develop should be compensated with a reformulation of many aspects of the “Youth Banking” tab of the Banco Panamericano. We are not talking only about design, as this would be the responsibility of an art director, but about supporting some of the ideas that we are going to launch as basic positioning.
There needs to be cool options available that stop using the kind of language that a banker in an office would use, and start speaking the language of youngsters. It's not about a slang, but about knowing how they see money and savings as a way to get other things.
