With financial services lagging behind in terms of connecting with 16-25 year-olds, how can we shake up the market to cater to their ever-changing needs? Redefine banking for a student / youth audience. Forget what banking looks like now and our current expectations from financial service providers, throw out the rule-book for what a bank account does, how it does it, and what it looks like.

This is an open brief: you could look at redesigning the bank account itself from a product and service perspective, or you could revolutionise the sector with a completely new communication approach. You choose the platform, and consider multiple touch points: advertising in all its forms, the in-store banking experience, social media, apps, PR, product, and anything else that makes sense to you.

 

The Idea:

The idea was that, to encourage young people to be with Nationwide, they should be rewarded with gifts, and if they arent good with money, they can have a bit of fun! Henceforth, 'Don't Be a D.I.K' was born!
We decided that a poster campaign as well as an online, instagram and Snapchat (These were chosen because they are very 'current' social mediums) filters and posts.