To promote the new free Family Budget service, a feature of the internet bank that allows
an even more accurate management of finances, budget and family reporting, UniCredit is involving the
network users with THE CONTI FAMILY and BILLY THE BUDGET, the first online sitcom dedicated to a banking service. The protagonist is the software for managing the family budget, BILLY the Budget. The initiative sees a path
complete with video storytelling in a mini-series in 10 episodes broadcast on the web and digital engagement activities on
social media.
The Counts represent a typical family, with its own strengths and (above all) defects, where each has its own
expenditure identifiable in the typical profiles of the Family Budget. Mom meticulously monitors all income and expenses. Dad suffers situations by adapting to the budget of which she ignores all logic and limits. Daughter Betta wisely allocates resources to face future moments, even if she can't resist the sales and is a temporary rebel. The mother-in-law analyzes past accounts to build future spending plans and distrusts everyone. The neighbor loves to enjoy life without setting limits, even beyond their means.
Finally Dodo, the youngest son, is a professional nerd. The whole family jostles for suggestions from BILLY, the
wise and very kind software, the latest novelty from the Conti house. The series, written and conceived by Independent Ideas and produced by Zodiak Active, overturns the times and the canonical advertising formats, focuses on entertainment as well as information and tells the human side not only of potential customers but also of the software.
The creative style chosen is essential: fixed camera, elementary sounds and graphics, dry and fast dialogues, in continuity with the other activities developed by Independent Ideas for UniCredit, starting from the candid camera of the "Bancomatto", the "talking" ATM that dispensed happiness and proposed the filing of problems, going through the parodic virals that
they proposed, in the free time obtained through the use of mobile banking, to "remove the jaguar" or "comb the dolls".
This is a further step in the bank's relationship with its customers, based on the sharing of engaging and narratively interesting edutainment content within Social Media platforms, in particular Facebook - where the official UniCredit page has just surpassed the 200.000 fan mark – and YouTube, whose videos have over 2 million views.
The video storytelling is accompanied by a digital engagement platform conceived and developed by Zodiak Active which amplifies the experience of the "Family Budget" world and intercepts, thanks to creative and highly interactive codes based on gamification, attention to the issue of the family budget . Facebook users are invited to identify their management profile in an ironic way, through the "Find out how you count" quiz.
Also on Facebook, the "Occhio ai Conti" competition started yesterday, more closely linked to the functions that will be
offered in the future by the UniCredit Family Budget tool. In fact, the user can select an objective and
try to win the dedicated prize, chosen according to your interests. Those who are already customers of Banca via Internet will have the
chance to win an exclusive super-prize.
Projects such as "La Famiglia Conti and Billy The Budget" (pure animation, not representative of reality because the Family Budget does not interact and does not give advice) allow the bank to combine the multi-channel functionality with a further interpretation, more relational and participatory , based on a narration and content conceived in a social key, thus creating a wide-ranging communication plan on the digital world. Media planning, which integrates online display, social and video use environments, is handled by MediaCom.
The sitcom will be on air until December 16 with videos planned both on YouTube and on the Be On target entertainment circuit with a more editorial slant. In addition to the official Facebook page, the series "The Conti Family and Billy the Budget" is broadcast on the dedicated mini-site www.famigliaconti.unicredit.it.
The episodes will probably also be broadcast in various formats on TV on channels with a strong affinity with the target of 25-45 year olds such as SkyTg24 and Rai 5. They will also be offered on the video platform of the Class Group: from Class TV (digital terrestrial channel 27) to video circuits of the subway and airports.
