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THE ASK Create an integrated program that encourages students between high school and college to open a checking account and gain financial independence.


THE INSIGHT Students only take advice from their friends...not authority figures, not overpowering parents, and definitely not banks.


THE BIG IDEA What if...money was your friend? And like your friend, it talked to you? If money could talk and interact with you directly through social media, what would it say?


BANK BUD APP It’s Siri meets ‘Her’ Personalized, two-way convo in real time.


Syncs with check-ins, geotargeting, past purchases & likes. Bases on budgets, deadlines & personal limits you set yourself.


Guerrilla Distribute for students to create their own during Orientation Week.

Print/ Social ads. Create your own.


‘You just got paid” :15 Instagram Open on student. VO: You’re walking down a street in typical Spring Chicago weather... [Bank Bud Chime. Cut-to phone screen.] VO: You just got paid! Student begins to break dance in the middle of the sidewalk. Bystander walks by in confusion. VO: If your money could talk...what would it say? Find out by opening a checking account with Fifth Third. What would your money say? #MYMONEYSAYS


‘Self control” :15 Instagram Open on student in expensive shoe store. VO: You told yourself you don’t need any more shoes but... [Bank Bud Chime. Cut-to phone screen.] VO: What are you doing in here? Student looks guilty. [Bank Bud Chime. Cut-to phone screen.] VO: Oh hell no... Student continues to walk rapidly towards check-out. [Bank Bud Chime. Cut-to phone screen.] VO: Put those down! Student puts them down and rushes out the door. [Bank Bud Chime. Cut-to phone screen.] VO: #SELFCONTROL VO: If your money could talk...what would it say? Find out by opening a checking account with Fifth Third. What would your money say? #MYMONEYSAYS



Bankbud