At eye level: from U18 for U18

Young people are about as easy to get excited about banking services as cats are to take a voluntary bath. That's why banks have to be particularly imaginative with this target group, which is not easy to crack.

The key was very close, both on the client and agency side. No one outside the target group (14 - 18) in terms of age was allowed to contribute significantly to the implementation of the campaign. Creative support from "older" people, however, was tolerated.

The young creatives developed an idea for an electronic scavenger hunt. In cooperation with various attractive partners such as McDonalds, Metro, Eat.ch, Fizzen, etc., an exciting "cash hunt" could take place over several weeks. Participants were informed via the social media channels of St.Galler Kantonalbank where to find the next goodie.

It was only on site that the young people were approached in a very low-threshold way about the services offered by St.Galler Kantonalbank. And here, too, by the bank's trainees of roughly the same age. Many a seasoned customer advisor would probably only have understood what was being said. However, the U18 approach was very well received by the target group. The ambitious target of new customers was reached at the 10th stop out of 15, and the young team was able to report "mission accomplished" to headquarters.

responsible at the St.Galler Kantonalbank: Nathalie Schmied (Advertising & Promotion Manager), Sharon Marti (Product Manager). Responsible at Ammarkt: Florin Grunder, Louis Hua, Jenny Hitz (text and design), Marc Ammann (consulting), Fabienne Grass (DTP).