Make it stand out.
BANK OF AMERICA
you can do everything with BoA, and you can do it well
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Create an interactive marketing campaign to promote Bank of America Student Credit Cards to the Gen Z college student population.
This campaign should show Bank of America’s focus on ethical banking practices and its commitment to providing tangible benefits to younger customers.
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Given everything that Bank of America does and the financial information available online, how do college students reach their short and long term goals?
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BOA is committed to simplifying financial intricacies and tailoring experiences to young adults by providing customer-centric services like the student credit card suite, customized cash rewards, unlimited cash rewards and travel rewards, BOA app financial assistance, and financial literacy resources.
Competition
COMPETITION
The Big Four are highly institutionalized and, due to their robust support systems, garner 55% of Gen Z consumers’ trust.
Neo-banks excel in digital advancement and offer specialized cards with minimal application prerequisites but often lack comprehensive cashback programs.
Wells Fargo
JPMorgan Chase&Co.
Citi Citibank
Chime
Revolut
Which do you trust more in resolving serious issues like fraud?
55% Traditional Banks
11% Neo Banks
Consumer
Gen Z is focused on managing the challenges of inflation through careful budgeting and saving for future security.
This generation looks for banking solutions that blend ease of use with effective financial planning, balancing immediate enjoyment with long-term financial stability.
THE IDEAL BANKER
Culture
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Young adults, emerging from the pandemic, are eager to explore life beyond financial constraints, embracing the fullness of college experiences and travel opportunities.
In an era where social media constantly shows experiences that others are having, the desire to actively participate in adventures has intensified.
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32% of college students do a semester abroad, other 68% feel FOMO from not studying abroad
71% of TV usage by college students is through streaming services. Students report spend $60-$200 a month on streaming
The average college student spends $102 dollars a week eating off campus
4Cs & Strategy
COMPETITOR: Fuel Imagination with Tangible Actions
CONSUMER: Innovate Your Tomorrow, Today
STRATEGY: A card that links today to tomorrow
CULTURE: Unlock the World and Live Your Life
COMPANY: A Launchpad For Financial Literacy, Independence & Health
Graffiti Wall
Graffiti Wall
What will it do?
Students are most likely to engage with it on campuses, which are hubs of social activity.
The wall encourages students to think about their aspirations, visualize their future, and understand how financial tools can support their dreams.
What is it?
It features a vibrant design with spaces for students to add their own ___ today, ____tomorrow. There is also a QR code and information about the student credit card.
Features
LINK YOUR CARD TO YOUR ADVENTURE
What are you going to do today?
Features:
A large, colorful mural
Interactive elements like a QR code, likely lead to more information or a sign-up page.
Bank of America credit card and an app screen
convenience of linking the card to daily activities and future adventures.
Instagram Video:
Caption:
Hey, students, get ready for a splash of mystery and excitement! We've got a surprise coming to your campus about expressing today and envisioning tomorrow.
Scan the QR code to discover how Bank of America can elevate your daily journey and connect you to a world of rewards and possibilities. 🎓➡️🏠
📣 Share your guesses and excitement in the comment!
#BoAStudentCreditCard
UNLOCK YOUR NEXT CHAPTER
UNLOCK YOUR NEXT CHAPTER
Make it
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world.
Introducing the BoA student card and how they ‘link” to your everyday life/future
Consideration:
Introducing the BoA student card and how they ‘link” to your everyday life/future
Conversion
Emphasizing the rewards and bonus, each “apply now” button under the card will lead to specific card application page.
Ownership
Sending BoA wrapped to customers and link to a detailed, shareable report.
Mobile Apps: App Feature
The app feature presented in the image enhances the Bank of America mobile experience with a focus on visual and interactive tracking of spending and rewards. This update includes:
A personalized greeting to the user, with a summary of total savings accrued from cash back for the current month.
A breakdown of reward points and cash back savings across different spending categories, including Travel, Groceries, Dining, and Shopping.
Each category shows the user's progress toward specific goals, such as the number of places traveled or restaurants visited, alongside the associated rewards and savings.
