This is another school project my study partner and I did, this time for Standard Life, a UK savings firm that offers custom made saving solutions for their costumers.
Brief:
Create a campaign that engages people at an emotional level and encourage them to save money.
The campaign must be memorable, relatable, original (not as everyone else does) and linked to the commercial objectives: come to Standard life for the saving solutions to meet your needs. The campaign should be targeted to towards young people which don't think about tomorrows financial problems.
Solution:
Making people save for their future is difficult. Most people know this, but still tend to live and spend in the present. Another crucial point is that saving money is boring. Even the advertisement made towards the issue is dull. We wanted to take a different and more exciting approach, making peoples future more desirable, hence to get them to save.
We came up with the concept «Save For Your Future»;
a magazine ad campaign, where we created a futuristic universe (literally), telling the story of peoples slightly exaggerated future. The three part-campaign tells a story about your future self, in the middle of one of the most famous feuds in history; the neighbor feud.
a magazine ad campaign, where we created a futuristic universe (literally), telling the story of peoples slightly exaggerated future. The three part-campaign tells a story about your future self, in the middle of one of the most famous feuds in history; the neighbor feud.
We all want to be better than our neighbor, either it being about the best kept lawn, the biggest garage or the nicest car. In our story your neighbor can afford all the nice thing the future has to offer, while you can’t. This is not a fight you want to loose, ever. All you need to do is to save for your future.
Below you can see the magazine ads:
First part of the story:
Second part:
Third and final part:
As part of the Save For Your Future campaign Standard Life launches “Super Coin”, an app intended to make people not to spend their money right away in exchange for bigger prices in the future.
The idea is simple:
By downloading the Super Coin app the user gets a Super Coin. The coin can at any moment be redeemed into a unknown price that grows bigger with time, without the user knowing when it does. The prices being downloadable things such as songs, movies, books etc. changes to become albums, movie box sets, whole book series etc. and then changes to full discographies, whole movie themes and author collections etc.
Another motivation within the app, is to compete with your Facebook friends using the same application. Obviously, you want to be the most grown up, and resist the temptation.
It’s all a lesson to teach people the value of saving, and not to be tempted to use their money right away.
Below you can see the app:
