Create your own cool
Issue 15 | June 2010
Commonwealth Bank established Pi, a ‘savings club’ for their teen customers.
However, saving money doesn’t rate highly on teens’ priority list, nor does an interest in financial services. They’ve just figured out that socialising is fun and so is spending. To a teenager, the idea of saving money at the expense of their social life goes down like a lead balloon.
In many ways the task was Mission Impossible: get the disinterested teen segment of to engage with Commonwealth Bank while, at the same time, convincing them to deposit more money in their accounts. The target: 8120 unique website visits.