Driven by Gen Z insights
The campaign launches at a time when Gen Z is struggling with finances. According to a new study from Accredited Debt Relief, 45% of Gen Z respondents said their debt went up in the past year. The same study found that 60% are often or always stressed about finances. Gen Z New Yorkers, meanwhile, are having a hard time affording dates.
For Madan, these insights drove this campaign, as did her team’s own market research.
“If you know me, it starts and ends with insights,” Madan said. “But it’s not only about finding [Gen Z consumers] and talking to them, it’s about digging deep. What are their fears? What are they afraid of? What do they aspire to be? Once you understand that and you hit on those emotions, you can solve for it in your creative.”
Beyond those emotions, Madan said the insights show that reaching Gen Z with storytelling is more effective than telling them what they should do. She likened the approach to marketing health and wellness because managing finances requires educating consumers. It’s why these spots feature narratives, with protagonists going through an emotional arc related to financial freedom.
“The big thing for us was to showcase stories about how people are able to make the most of today and then plan for the future,” Madan explained. “But also how are they trying to live their life and bring that joy into [their life].”
