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