FirstBank Challenge
Photoshop | Figma
Brand Week - Real companies, real solutions.
My team won this challenge! FirstBank struggles to attract young customers, who often stay with their parents' banks and lack financial literacy. Without a clear strategy for Gen Z, FirstBank risks missing out on this key market. FirstBank must offer innovative, convenient solutions that build financial literacy and healthy habits to engage the next generation.
What are the objectives?
student-friendly solutions
accessible learning tools
personalized digital experience
Our Proposal:
The FirstMove Card
What is the FirstMove Advantage?
The FirstMove Card is built uniquely for young adults to do more with their finances.
THE CARD COMES WITH:
First establishing a checking account through FirstBank
$200 sign-up bonuS
$50 referral bonus
0% Intro APR offer
Engaging In-App Experience
Comes with the in-app financial hub:
Budget Planning Tools
Savings Tracker
Spending Limits
New in-app feature
Customers can utilize the new
in-app financial hub for better financial management and learning.
The current app interface utilizes Quick Action buttons on the dashboard. We propose adding a new quick-action button to link users to the proposed financial hub.
An experiential marketing activation
I propose an engaging gameday event for First Bank that embodies the brand's identity while resonating with Gen Z. The idea is to implement a digital “fortune teller," creatively leveraging the parallel with the traditional bank teller as well as the concepts around fortune. Attendees would input their name and email to receive a printed slip featuring an uplifting fortune alongside a banking tip. In addition to being an engaging pop-up, this activation offers the bank an opportunity to collect valuable marketing data for future outreach and engagement strategies.
