A top 5 US Bank sought to create ways to motivate college students to increase their financial acumen while generating brand loyalty. Their goal was to teach millennials financial responsibility in an increasingly complex and digital financial landscape. The bank knew their business objectives well but needed a unique solution that would reach the notoriously, marketing-elusive millennial audience — that’s why they turned to CapTech.
We partnered with our client to explore multiple concepts and determined that gamification was the best way to tackle this goal. Our ideation process involved developing a wide range of brand experiences — all using gamification as a way to help college students learn how to manage their finances. We tested the concepts to determine which ones resonated most with college students before choosing our final concept.
We recruited 220 college students to participate in beta testing at two pilot universities. While using the app, game analytics are reported for analysis including general player activity trends regarding duration and frequency of play, as well as insight into the level of financial awareness exhibited during quiz participation. This student-focused platform has proven to create a social, scalable experience that contains built-in methods to measure financial acumen, educate students, and help our client determine key metrics about their target demographic and possible future customers.
CapTech Creative Director, Kevin Flores says, “This is a great example of how we can best help our clients. The success started long before the app was launched. Rather than direct us to design and build something, the client came to us with their goals — primarily, helping college students increase their financial acumen. They trusted us as their partner to understand their audience and their objectives; and work with them to come up with a creative digital experience that would help them reach both.”