Cheapster  Crea&ng  a  a  new  genera&on  of  

banking  customers  with  a    web-­‐based  reality  series  

The Target: Millenials  •  Ages  16  to  33  

– Raised  on  praise  – Tech  immersed  

– Key  events  were  9/11  and  Great  Recession  

The Challenge  •  Millenials  are  Financial  Procras&nators  

–  Serious  lack  of  financial  knowledge  –  Parents  are  s&ll  key  players  in  their  finance  decisions    – Money  management  is  seen  as  a  necessary  evil,  and  banking  is  

seen  as  something  for  the  future  

The Approach  •  Ditched  the  tradi&onal  student  ad  campaigns  of  the  past  

•  Created  our  own  online  media  content  

•  Made  frugality  fun  and  offered  sound  money  advice    

This Is Cheapster  

Cheapster Facebook  

Cheapster Facebook Content  

Cheapster Episode Page  

Cheapster In The News  

Cheapster Results  •  Since  beginning  the  campaign,  number  of  accounts  opened  from  this  demo  are  up  20%  

•  Season  Two  of  Cheapster  now  underway