Raiffeisen Bank: Money Bistro - Financial Education Campaign
Background: Romanians and financial education
Romanians love food, invest time and money in culinary experiences and turn meals into moments of socialization. But when it comes to financial education and financial literacy, their appetite disappears. Topics such as saving, budget planning or investing are perceived as complicated and unattractive, leading to a lack of interest and uninspired financial decisions.
The idea: we give a taste to financial education
Together with Raiffeisen Bank, we set out to turn financial education into a “tasty” subject. So, in 2018, we launched Money Bistro, the first online financial education program that associated “boring” economic concepts with gastronomy, within the framework of the first video series on financial education.
For the second season of Money Bistro, our creative approach was to bring the concepts and lessons of financial education to the most intimate space where we feel free to talk about them: the table in the family kitchen. The new online series was developed as the first financial experiment for a middle-income family.
Implementation: Digital Formats for Financial Education
Due to the pandemic, Romanians have become more eager to improve their financial lives using new digital formats: podcasts and short, funny clips, in a complex content marketing campaign. To reach new audiences, we've created native content for audio streaming platforms and TikTok. Based on the insights I had, for the first season of the podcast Money Chatwe have selected up to ten different profiles, depending on the interests and life path of Romanians.
Money Bistro Program also means:
- the first Financial Health Index, with a special edition dedicated to Generation Z;
- annual campaign with influencers that challenged Romanians to follow a 30-day #moneydetox challenge;
- a permanent course at Raiffeisen Banking University for the domestic public;
- a dedicated video-based online course for corporate clients.
Prizes won:
- Digital Communication Awards 2019,
- Winner in the Finance category;
- Romanian PR Award in the category Communication in the financial sector,
- Golden Award for Excellence 2019-2021;
- In2Sabre Awards - “Best video use of networks”, Webstock-2020,
- Winner in the Best Online Video Shows category;
- IPRA GWA Event — 2021,
- Best Society Engagement Campaign;
- Webstock-2021,
- 3rd place in the Best Brand Podcast category;
- Digital Communication Awards 2021,
- Silver in the Content Marketing category.
Frequently asked questions:
1/ What is financial education and why is it important?
Financial education is the process by which a person develops their knowledge and skills to effectively manage their money. It includes understanding your personal budget, saving, investing, and long-term planning. A solid financial education helps to make informed decisions and avoid unnecessary debt.
2/ What is Financial Literacy?
Financial literacy is the ability to understand basic financial concepts and apply them to everyday life. This implies knowledge of economic terms, how banking products work, and savings and investment strategies.
3/ What is the Financial Health Index?
The Financial Health Index is a tool for assessing the personal financial situation. It measures a person's ability to cover their current expenses, constantly save, and invest for the future. A high score indicates good money management and financial stability.
