BANCA DI ASTI: INCENTIVISING GEN Z
CONSUMERS WITH “SBAM!”

The Challenge

In a highly saturated market that’s known for uniformity in customer acquisition and retention strategies, Banca di Asti had to find a way to stand out and above all, win the trust of Gen Z. Digitally native with high expectations, they are attracted to banks with innovative solutions, personalised experiences and values that align with their own. To appeal to this generation, Banca di Asti had to incentivise opening new current accounts, alongside transforming their conventional brand image. They had to build trust, listen and adapt to the target’s needs for an authentic connection, improving quality through optimised touchpoints and flexibility in the contemporary banking market.

Why TLC

Banca di Asti chose TLC for our proven ability to transform banking marketing not only through an innovative, customer-led approach, but also solutions that speak directly to the target audience. We enabled a shift away from traditional banking language to adopt a tone of voice that resonates with the younger generation, enabling engaging communication. Our strategy focused on personalisation, optimised interaction mechanics, tailored rewards and valuable content – delivering a 360° experience that strengthened existing customer loyalty, while attracting new Gen Z consumers.

The TLC Approach

In 2023, we launched a revolutionary reward solution designed to attract and engage Gen Z consumers through careful touchpoints. We used deep client listening and strategic consulting to define a customised reward solution specially for the younger market. Using in-depth analysis of purchasing behaviours, we offered a differentiated solution in a highly competitive market that not only targeted the right audience but also forged a strong relationship with Banca di Asti that saw them return the next year. We created an open dialogue that enabled us to refine the concept to the client’s needs, while monitoring the campaign’s effectiveness through success metrics.

The collaboration between TLC and Banca di Asta was underpinned by a strong foundation of trust and teamwork with continuous constructive feedback. This ensured the highest possible client satisfaction, fostered by TLC’s strategic vision, creative innovation and impeccable execution. We implemented a bespoke solution that allowed Banca di Asti to reward customers with high perceived value, which would have been impossible to achieve with cashback alone. Following the success of the campaign, the client returned in 2024 to take it above and beyond the first year. We simplified alignments and focused on extending and improving touchpoints to maximise the quality and reach of the concept.