Growth through personal attention
SNS is changing course. With the new brand proposition, ‘First the people. Then the money.’ the bank mainly focuses on young adults who want to move forward in life but encounter all kinds of barriers. Born05 developed a content program that fleshes out the brand promise of SNS in the coming years.
Why. Connecting with a new target audience
Growth through personal attention. That is what SNS offers its new target audience. An SNS ‘groeicoach’ closely looks at your personal situation, offers you taylor-made options and thus brings your dreams and goals closer. But how do you make this concrete and credible? In a style that stands out and is also 'recognizably SNS'? And how do you then really connect with the new target group?
With distinctive content that shows SNS understands the situation of young people, and that offers insights, inspiration and practical how-to’s.
Idea. Future Money Talks
Born05 believes in the sum of all parts. If you want to establish a new brand proposition, you need to tell a powerful and consistent story over a longer period of time and throughout your entire ecosystem. For SNS, we will achieve this with 4 digital campaigns that bridge the gap between the ATL brand story and the SNS products and services.
And with Future Money Talks. A vast content program composed of (video) formats that point out, interpret and answer the frictions of young adults. All formats are supported with engaging social content and designed in a more pronounced interpretation of the new SNS visual identity. With Future Money Talks we help SNS in becoming thought leader when it comes to young adults and their financial dreams and thresholds.
Result. It all starts with personal attention
This year, SNS' marketing calendar features 3 big themes: Capital Growth, Housing and Entrepreneurship; each with its own ATL/BTL campaign. For the first theme, we’ve developed an attention-grabbing THINK layer around ‘Money doubts’ (Geldtwijfels). And for Future Money Talks we came up with a full-fledged studio talk show about the capital growth options for young adults, we took on the (im)possible challenge of quitting work 10 years earlier and in 3 short 101’s we brought the basics about investing.
On social media, we mainly went for interaction with the target group. By listening and engaging in a conversation, we again underline 'attention' as the basis for the entire SNS strategy.
Execution. A content program that helps youngsters ahead in life
For Future Money Talks we created a full-fledged studio talk show called ‘Talk the Talk.’ In the first edition, we discuss the theme of capital growth with inspiring guests, like a successful entrepreneur. Edition 2 focuses on the current issues on the housing market.
In the format (Im)possible, we tackle a challenge that is recognizable to young people. For example: ‘quitting work 10 years earlier’ or ‘getting your first very own house'. On top of that, we created a series of short 101 videos to provide useful tips and explanations on the topics of wealth and housing.
Next to these video’s we also created a few written articles to provide the target group with much-needed background information. From snappy facts to useful long reads. In 'Real Money’ we demystified the future of living by elaborating on 4 trends. And in ‘Growth Hacks’ we show you how to get closer to your goal in 5 steps. This time with essential tips from influencer Bobbie Bodt, about how you can get your first home faster.
On social media, we focus primarily on engagement with the target group. By fueling the discussion there, we prove that we are close to the target group, and we underline 'attention' as the basis for the SNS strategy.
Your hits.Your 538.