A surprisingly steep cellphone bill, a first apartment that is too expensive – the way to the debt trap is often short for many young people. The reason: Many of them can’t deal with money yet, they don’t have the grasp for the subject of finance and economics. The “Erste Group“ wants to prove its corporate social responsibility by closing this educational gap, because only knowledgeable customers are responsible customers.
Economics and finance? Not a very sexy topic for most young people. Except if you make it sexy. And that was our mission: To develop an online platform that talks the way young people do, runs perfectly on all smart devices and is easy to use. Content-wise the range went from very down-to-earth topics (“How can I hold my money together?”) to financial know-how (“Who decides how much money there is?”). Instruction material for various school types is also offered on the website.
Together with the client’s project team, we decided which content and functionalities the website should have and how it should be linked to social media. The website is structured like a blog and can be used via simple “tag”-navigation, which is meant to encourage light browsing rather structured surfing.
Design and User Experience
Unusual fonts, a target-oriented visual concept and a structure in easy-to-digest bits combined with a high share of video and animation make the rather dry subject of money less dreary. Still, the design is at least somehow connected to the Erste Bank’s corporate design, which makes clear who the originator is. As a full-responsive website, geldundso.at also reaches young people where they spend a lot of time: on their smartphones.
“All you need to know about money and the like” is the promise of geldundso.at, which is also kept in the text. Without finger-wagging and never chummy, even complex topics are explained in clear language and from the point of view of young people. The style is loosely based on colloquial speech and emphasizes the low threshold of the site. The language also reflects the fact that the young people don’t have to buy anything here, but rather, that they are getting honest and useful advice on a sensitive subject.
Technical implementation on the basis of the content management system TYPO3
Several TYPO 3 extensions developed especially for this project
Front-end: full responsive
To raise interest in a topic dismissed by many was the greatest challenge. We overcame this through storytelling: We tell (true) stories of a high relevance to young people. Instead of simply listing dry information, questions and problems from the actual lives of young people are dealt with in an exciting way. Diverse formats - short texts, videos, animations, best-of-lists, tip-lists, self-tests, online calculators and quizzes – support the content design.
Highest Marks from the Target Audience
In late 2013, geldundso.at was ranked best out of five websites on the topic of financial literacy. The survey of young people, designed by Three Coins and the Vienna University of Economics and Business, showed that the structure and design of the website is greatly appreciated by our target audience. The playful and coherent knowledge transfer as well as the various tools – e.g. the apartment calculator or the quiz – also got positive comments.
In the various workshops, which the Erste Bank Group organizes with young people, the relevance of the topics and content of geldundso.at is confirmed through immediate feedback.
The two animation films by Andrea Schneider on geldundso.at on the basic functions of a bank and the banking crisis must also be seen as a success. The two films already have over 70 000 views on YouTube.