Brief Golden Drum future bank

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Brief Golden Drum future bank

  1. 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! 

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