Namics and Credit Suisse create digital savings experience for kids
Namics is setting new digital standards in financial education for children in partnership with Credit Suisse. At the heart of this initiative is the free Viva Kids banking package, which launched in September 2017 with a cross-channel campaign. The package includes, among other things, the Digipigi digital piggy bank, the accompanying Digipigi apps, a checking account and a savings account, as well as a Maestro card (optional for children ages seven and up).
The aim of the product is to accompany all children under the age of twelve in their first steps towards financial responsibility. With this project, Namics is supporting its long-standing client Credit Suisse in the target-group-oriented digitalization of its products and thus in positioning itself as a leading asset manager in its home market of Switzerland.
As part of the campaign, Namics is responsible for the digital strategy, conception and content creation of Viva Kids World. In addition, Namics is responsible for the production of advertising materials and the retargeting concept.
The digital home of Digipigi: landing page in Credit Suisse design
The campaign landing page is aimed primarily at parents and is integrated into the existing Credit Suisse website. It emphasizes the innovative character of the Kässeli with a large-scale design, a 360-degree model of Digipigi, and various gifs. In addition, users can find all the information they need in one place and go directly to the other components of the site, such as Viva Kids World.
Impulses for parents and learning adventures for children: Viva Kids World
Together with the product launch, the big bank is also launching the Viva Kids World online platform. This is the central, strategic component of the Viva Kids Banking package. Here, parents can find support on all financial education issues and are thus equipped for dialog within the family.
In addition, the Viva Kids Gang teaches children the basics of money in a fun and child-friendly way. Four children from the campaign were illustrated for the gang and established as fixed characters with high recognition value. In addition to this emotionalizing component, animated videos and interactive elements such as puzzles, search games and audio-supported infographics ensure a child-friendly appeal. In order to appeal to children of different age groups, the site is divided into three knowledge levels that flow smoothly into one another. Attention was also paid to the cross-media orientation of the children's content, for example through the Viva Kids print magazine.
Keeping an eye on the target group: Advertising media and retargeting
Various online advertising media, such as banners and social media ads, underline the digital DNA of Kässeli. Through the stringent retargeting approach, users are addressed in a specific and targeted manner. For this purpose, the various advertising media are dynamically stored in the ad server according to message clusters and, if necessary, programmatically and cross-channel controlled. A particular challenge in all communication is the target group-specific approach. Although a comprehensive offering for children was created with Viva Kids, Credit Suisse addresses parents with all communication measures.
