Savings Bank

Background

Savings Bank aims to encourage young people to save and to be top-of-mind when first-time buyer loans and home purchases become relevant. However, Savings Bank's brand image was perceived as outdated by young people – they considered Savings Bank a bank for older generations. Savings Bank wanted to find a way to engage with young people on social media and communicate that it is a modern, expert, and approachable local bank.

Strategy

Generation Z is more financially aware than previous generations. Gen Z stresses about money and fears debt. While finance and money are of interest, financial discourse – especially from banks – is often serious and boring. When discussing saving, the incentive most often offered is future security. 

We realized that Savings Bank could engage with Gen Z by communicating about saving from a fresh perspective: money is also for realizing a personalized life, not just for saving for a rainy day. In an uncertain world, Savings Bank can support young people by offering reliable financial content.

Creative Idea

On Savings Bank's TikTok, the bank's own financial gurus, i.e., Financial Coaches are available to young people. They teach how to budget daily life, save purposefully, and understand current financial topics and news. The content also offers money-related entertainment and answers to young people's questions. For the Financial Coaches, no question about money is silly.

The account has also featured guest influencers: Mikael Sundberg visited young adults' first owner-occupied homes across Finland, Ella Hautajärvi and Daniel Ahola shared their own savings goals and how they achieved them, and with Therapist-Ville, discussions included the shame associated with money problems.