Vertex Banks is about to release a new platform that allows its users to learn how to manage and invest their money. The purpose of this project is to create a marketing campaign for this new service that delivers its message in a clever and interesting way, so the audience associates the experience with the product.
The target audience for this campaign is young adults, professionals and college students who finally have some financial freedom but are not thinking about the future or don’t know how to save or invest for it.
Young adults today live in a world of instant gratification and immediate knowledge. They expect to be engaged in memorable ways and may be bombarded by multiple messages within a very short period of time, because of this financial institutions need to get the attention of the customer with bold messages that describe a service briefly as the secondary message in other words, they are looking for the attention of their audience, and once they have that attention, then they can explain their portfolio of products in more detail.
The campaign aims to convey a simple message:
“many things in life are complicated, managing your money shouldn’t be one of them”.
This will be done by combining different concepts.
The first one is using Oxymorons. An Oxymoron is a figure of speech which contains words that seem contradictory to one another. This incongruity can be accidental or deliberate, as in cases of humor, this will help it be more engaging and relatable by making people think about the message.
The second is using color separation to display the contradictory message on the same space making the user interact with the piece in order to get the full message.
FAIR USE
Copyright Disclaimer under section 107 of the Copyright Act 1976, allowance is made for “fair use” for purposes such as criticism, comment, news reporting, teaching, scholarship, education and research.
