OTP Junior

OTP Bank Hungary (part of a prominent banking group in Central and Eastern Europe) has an account package called OTP Junior specifically for young people under 24 years old. Our task was to develop a campaign idea that would help make this package as desirable as possible among these young adults.

We created a campaign that was not only focused on talented young people but was also made by them: the prints and the online videos were the works of a young designer and an even younger director (still a student at that time). All the videos told the stories of young talents, such as two twenty-something brothers who started their own online gaming business and a young researcher dedicated to various medical researches. They are not only living proof of generation Z caring about their future consciously but also role models. We also needed a solid message to prove that OTP Bank appreciates young people and their success – as proof that banks are not necessarily supposed to be a boomer thing.

Kids these days – we all heard this phrase once or twice, especially when we were teenagers. It's usually used by someone older and in a sarcastic way, referring to the deficiencies of the present young. But it can also mean the very opposite in Hungarian if you emphasize a specific word (the beauty of the Hungarian language): the phrase becomes an appreciative one, so it became our slogan for this campaign.

That is how we made it clear to our target group that even though dealing with money is often considered an adult thing, this bank doesn't treat young people as immature kids and takes them seriously.