BCR’s Scoala de Bani, a financial responsibility program aimed at young people, wanted to:

> Create awareness for the brand using a very popular music video for Gen Z
> Use pop culture as a platform to deliver financial education in non intrusive way
> Convey the message towards a new audience
General Information:
Strategy: By using a popular figure of the Romanian music scene, BCR wanted to reach a new audience, young people that are not aware they should already save or invest money.
The campaign’s mechanic was to present someone that would appear to be the icon of overspending as able to be financial responsible in order to stimulate his fans to emulate a financial responsible behavior.
Video Link: