How can we persuade the young adultes between 25 and 37 years old that they should invest ? We come up with two different crazy ideas. Team project from the University of Applied Science, course : Marketing in Action.

1. The Next Generation
Marketing in Action
Chanel Blount, Arthur Guiot, Coline Viard, Rodrigue Viérin

2. BNP Paribas IP in 10 years
Leader on the market
Innovative bank
Human Image
Trusted and appreciated bank

3. The Dutch market today
B2C for decades - Traditional
Nor specialized, nor innovative
Same strategy :
● Reduction of cost
● Better UX
Outsider :
New branding, but strong background
Different strategy :
● Social UX - Platform
● Give sense - Awareness
● Greater value
→ BNP IP, Your world changing investment

4. How ?
● Enter the market by a challenging niche
● Strong marketing campaign
● Innovative platform

5. The Rebels
Environmentally
Savvy
Work for a
purpose
Hyperconnected
Distrusting of
banks
Age : 25 - 37
Neglect their
finance

6. Robbin
Demographics:
Age: 27 Job Title: Graphic Designer (2015 Graduate)
Status: Single Netto income: 1,350 Euro/Month
Hobbies:
Relaxing in coffee shops, Listening to music, Enjoying time spent with friends
Values & Goals:
Equality, Eco-Sustainability, Innovation, Healthy Lifestyle, New Trends, Betterment of the world
‘Dreamer’
Anything is possible mentality,
challenging our society
Technology Minded:
Spends more than 4 hours a day on internet; Social Media, Spotify, Games, Videos

7. Annelies
Demographics:
Age: 35 Job Title: Primary School Teacher
Status: Married (2 Children) Netto income: 1,500 Euro/Month
Hobbies:
Traveling, Spending time with family, Helping her local community
Values & Goals:
Relies on Honesty, Generosity, Fairness, and a Social Vision
Open-Minded, Critical, Curious
Environmentally Minded:
Buys organic, doesn’t agree with her energy supplier because they’re harmful to the
environment, bikes everyday to cut down on gas consumption

8. Value proposition
Pain Relievers
Pains
No time
Too
complicated
No money
No trust
in banks

9. Our Idea
New way of thinking about investments

10. The Platform
#bethechange

11. ● Around 100 vending machines in The Netherlands : 200 000€ +
the cost of renting location
● The App : around 70 000€.
● The Platform : around 150 000€.
● Various things (after movie, community managers, spotify
advertisements, social media ads).
How Much Will it Cost?
500 000 €

12. How can we measure this plan?
+ 500 000 people
Objective : 10 000 (2%)

13. Conclusion
Brand
awareness
Market
shares
“Be the change you want to see in the world”

14. Questions?
Plan B?

15. Special concerts
Plan
B
?

16. Investing
didn’t look so
bad
Online
subscription
Concert
Mailing
campaign

17. References