1. Cheapster
Crea&ng
a
a
new
genera&on
of
banking
customers
with
a
web-­‐based
reality
series

2. The Target: Millenials
• Ages
16
to
33
– Raised
on
praise
– Tech
immersed
– Key
events
were
9/11
and
Great
Recession

3. The Challenge
• Millenials
are
Financial
Procras&nators
– Serious
lack
of
financial
knowledge
– Parents
are
s&ll
key
players
in
their
finance
decisions
– Money
management
is
seen
as
a
necessary
evil,
and
banking
is
seen
as
something
for
the
future

4. The Approach
• Ditched
the
tradi&onal
student
ad
campaigns
of
the
past
• Created
our
own
online
media
content
• Made
frugality
fun
and
offered
sound
money
advice

5. This Is Cheapster

6. Cheapster Facebook

7. Cheapster Facebook Content

8. Cheapster Episode Page

9. Cheapster In The News

10. Cheapster Results
• Since
beginning
the
campaign,
number
of
accounts
opened
from
this
demo
are
up
20%
• Season
Two
of
Cheapster
now
underway