Sparkasse and young adults – not the ideal starting point. Germany’s biggest bank has the image of a square and old-fashioned institution among the young generation, who don’t buy that the Sparkasse is not only the bank of their parents, but also on the forefront of technology. A way to prove the opposite had to be found in order to promote a product targeted especially at them: Kwitt, an app-feature that lets you send small sums of up to 30 Euros from mobile to mobile, as easily as a text message. Without a Pin or IBAN number. The objective was to make Sparkasse popular among young people again. And to arouse interest for its product. The challenge therein: to reach a target group that is traditionally difficult to reach when it comes to media. While - at the same time - fighting against their reservations towards the old-established banking institution.

The campaign took place where our target group, teenagers and young adults between 13 and 33 already spent a lot of their time on a daily basis: Facebook. The campaign’s rollout took place in 3 stages. In the first phase, a targeted video add created buzz. Because of Facebook’s reach-and-frequency-principle a wide reach was attainted – with a frequency of 2 contacts per reached viewer.

In the second phase, traffic to the Debt Collector in Facebook Messenger was achieved through retargeted ads, which were only displayed to those who had watched the video.

In the third phase, activation to use Kwitt happened through carousel ads directly targeted at users who had already chatted with the Debt Collector in Facebook Messenger.