DSK Bank “National Financial Olympics” 2020
60% of children in Bulgaria are not financially educated (PISA research, 2019). DSK Bank’s mission is to inspire youth to be curious and ambitious to succeed in life. MSL Sofia and Digitas Sofia, both part of Publicis Groupe Bulgaria, found that motivation starts in the family and created “National Financial Olympics” (NFO). It’s an educational digital interactive campaign for children and their parents with the creative slogan “Because finance is a passion of the whole family”.
The “National Financial Olympics” turns numbers intro an attractive topic by challenging teens of age 16-18 together with their parents to take quizzes on the first of its kind digital interactive platform. The teams who scored the best go to finals and compete for a scholarship from DSK Bank for child’s education.
First NFO in 2019 had a great impact and we wanted to expand and reach to new younger audience (14 – 16 y.o.). The communication challenge was to stay attractive to both groups (14-16 and 17-19 y.o.). They are known to have different interests and priorities. We set goals to increase campaign’s visibility and participation by 30-40%, but not everything went as planned. We had to change entirely the format of the finals because of the Covid-19 pandemic. We still had to be relevant and “cool” to the teens. Thus, we created the first digital set-up for virtual team interactions where teams took tests. We overachieved our goals by 40% and turned finance into an exciting topic for teens.