Banking on youth
To reach young consumers, a Slovenian bank created a hip new brand
In Slovenia, people rarely switch banks once they’ve established accounts, so from the banking industry perspective, attracting cus- tomers early on and building a relationship are critical. Recognizing the impact that younger consumers could have on its long-term prospects, Nova KBM, Slovenia’s second-largest bank, chose to focus its marketing efforts on this group. However, Nova KBM’s general reputation
was that it was quite conservative; other banks were more popular among
Slovenia’s young people because of their modernity and adaptability.
The solution was for Nova KBM to develop a new brand that addressed
the specific financial needs and consumer demands of this group.
Initial research indicated that these younger consumers—defined as
people between the ages of 10 and 32—crave success, freedom and
achievement—and want a financial institution that can help them attain
those things. In response, Nova KBM created the Sveta Vladar brand.
best of the best
This campaign won
an IABC Gold Quill
Award of Excellence
for brand communication. For more
than 40 years, IABC’s
Gold Quill Awards
program has evaluated the work of
the globe, recognizing the best
of the best in the
To present SvetaVladar as a hip alternative to other banks, the
team organized a stand-up comedy tour starring three young
comedians who included financial content in their material.