A fashion brand you can purchase with knowledge
In 2016 VISA created “Our Money” - an initiative, aiming to make the financial subject part of the curriculum in secondary schools around Bulgaria.
Our task was to make the topic more appealing to teenagers and to differentiate the programme from similar campaigns.
Young people have an interest for pocket money, but not the finance topic itself - they find the conversations about it rather pragmatic and boring.
Teenagers love to buy and possess fashionable items and often see them as an opportunity to stand out. However, they’re too young to earn money and therefore rely on their parents to pay for the things they want.
That’s why we created a cool new fashion brand that suits the pocket of any teenager.
The brand offered different items, inspired by the latest trends among teenagers: oversized sweatshirts, t-shirts, patches and caps with embroidery.
Each product focused on a financial term and a tailor-made label explained its definition in a simple and entertaining way.
We created a website where teenagers could purchase a product without using money, but by passing tests on the financial topic. To get a chosen item, the visitor had to collect currency points, by watching videos from “Ucha.se”. The participants were also able to sign a petition for including the “Our Money” programme in their school curriculum.
To reach more teenagers between the age of 14 and 18, we contacted 5 famous vloggers to create videos on the financial topic. Similar to our campaign approach, the vlogs looked at the subject in a more light and entertaining way.
9 minutes average visit
On average, users spend 8:58 minutes on the website.
4.5 hours longest visit
31 users have spent over 2 hours in the site, and one of them spent 4.5 hours solving tests.
33.5K tests passed
More than 33 500 tests were solved, earning participants tens of thousands of points.
649 schools took part in the initiative
Students from 649 schools in 186 cities and towns in the country signed the petition.