1. BRAND
Future bank
CHALLANGE
Convince young adults that it is better to
have a loan for the next 20 years than “fully”
enjoy life (skiing, drinking, travelling...).
COMMUNICATION CHANNELS
Use 3 channels of your choice.
MANDATORIES
An idea presented in a written paragraph.
Different executions in at least 3 channels.
Filled with energy, enthusiasm and
creativity!
INTRODUCTION / CONTEXT
Slovenia has one of the highest shares of
young adults living with their parents. The
recession is on thing, but the real problem is
their mentality. They think that there is
nothing wrong with living with their parents.
We are the bank that can solve financial part
of this story, but how to solve the other part?
MAIN MESSAGE
Why the hell do you
want to waste the best
years of your life living
with your parents?
BRAND VALUES
Open-minded, provocative, brave,
dynamic, innovative
See ppt file for insights.
PRODUCT
Mortgage for young adults
CATEGORY
Finance
TARGET GROUP AND INSIGHT
Young adult from 25-34 years, living with
parents. Trading their freedom for saving
money. If my friends say there is nothing
wrong with enjoying life and live with parents,
why take a loan for the next 20 years? They
trade their independence for comfort.
RTB’S / REASON WHY
You only live once. And living on your own,
having total freedom, doing whatever you
want to do… is not something you will do at
your 40s or 50s. The time is now! 