Introducing NewMoney –– a podcast by Coutts!
Challenge
Today’s generation has very different expectations when it comes to personal service and relationships.
Coutts, a U.K. wealth management bank that caters to the rich of the rich, needs to engage more deeply with clients aged 25 to 39 (specifically YouTubers, social media influencers, and entrepreneurs).
Strategy
1. Millennials will engage with a brand more if they can connect with the brand on a personal level
2. Millennials want brands to be exciting and interesting
Solution
Introducing a podcast called NewMoney (presented by Coutts) featuring young millionaires sharing their story of how they made their money. NewMoney puts a face to Coutts and brings Coutts into a younger demographic. By becoming a more exciting brand, wealthy millennials will be more inclined to join in the future.
Below is the announcement video for NewMoney!
