Focus Youth - Information HUB for young adults Qorus Banking Innovation Awards 2016

Customer insight we started with. Young adults, on the verge of living on their own, have little or no interest in financial matters that go with this big step. On top of this, they feel that most financial organisations don’t take them seriously because of their current low net income. What motivates us? We want to become a trusted source of inspiring information and be considered an expert guide who understands our younger customers. Therefore we opted to be present in their world, using a mobile first internet platform. Inspiration did not come from our competitors. Most of our Belgian competitors address this target group to sell products. Our hub-concept is new and no other bank in Belgium is doing this, certainly not as complete as our approach. Departments involved We apply the basic rules of content marketing. This implies an important shift in focus, attitude and budget not just from the communication department but from the whole marketing group: customer value proposition, campaign data management, product specialists, IT developers, channel managers and reporting experts. How are we doing? During these first weeks, the number of unique & returning visits is still fairly low but climbing, as traffic generation plan is deployed. (via eg. monthly newsletter, increasing presence in social media, …). Other KPI’s like number of visited topics, use of deep links, time spent on the platform … are well above our targets.