March 03. 2023
YEA CO-OP BANK
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YEA is Co-op Bank’s youth banking platform designed to speak to the needs of the youth. Originally launched in 2007 it became synonymous with campus students and carried them through to early employment. However, youth banking today is not what it was then. It has been evolving in order to meet the youthful target audience needs, and be part of their fast-paced lifestyle. They want success and are hungry to be more financially stable than any other generation because they have seen it happen in this digital enabled world.
The challenge therefore was to refresh and relaunch the brand to better serve the needs of this new generation of youth. These are youth who are more financially conscious, who have a lot more choice across every category of their lives and who have more opportunities available to them, opportunities to earn more, spend more, pay and get paid more and in more ways than one. Hence the need to relaunch the platform and subsequently, the need to communicate with the audience effectively about what the relaunch is all about.
Relaunch an omni-channel strategy across paid and organic media, OoH, traditional media and a digital strategy. The campaign objectives were, inter alia:
- Position YEA as a marker and maker of progress
- Position YEA as the home of dream chasers, the doers and the go getters
- The TA to feel this is for me and I’m missing out
In 4 months, the campaign delivered exceptional results
