Sparkasse – Junge Finanzen
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
Details
Sparkasse. The first point of contact with finances for many. 61 % under 20 have their account here. But then many break up with Sparkasse. Account fees, outdated image, lack of innovation. Gen Z is gone, often forever. With Für Dich am Start, we pick them up where they feel most comfortable: on social. But not just as a touchpoint, but as inspiration for a campaign created by creators, immersing into the world of Gen Z. We show moments that count, the end result is always: payment with the Sparkassen-Card. Authentic & relevant. It works: +17 % “fair conditions”, +15 % “innovative products” and a strong 75 % website leads to account closure.
The Jury‘s Statement
The Sparkasse demonstrates an impressive ability to adapt to the needs of Generation Z with “Für Dich am Start” (“Here for You”). A bold social media campaign combines authentic content and creator insights to establish an emotional connection with the target audience. The project excels with a clear strategy that effectively leverages digital touchpoints to promote financial education and brand loyalty. This groundbreaking approach sets new standards in engaging young people and underscores the brand’s strength in the digital space.
