Sharing Dreams, Intesa Sanpaolo launches the all social and youth campaign

Costing a total of 5 million euro, two-thirds less than the previous one and entirely dedicated to young people and focused on digital: Intesa Sanpaolo's new communication campaign is called Sharing Dreams and will be divided into commercials lasting four weeks, divided into two blocks of two, which will be broadcast mainly on TV and the Internet. “TV still makes up the majority of spending – said Fabrizio Paschina, head of Intesa Advertising – even if by now the digital share reaches 30% of the budget”.

After all, the campaign, which does not even neglect the press and cinemas ("We have noticed that young people like going to the cinema again"), is entirely focused on young people, a universe in which the bank is increasingly aiming to start with products : “The current scenario – he explained Stefano Barrese, head of the Banca dei Territori – is of growing optimism and we want to stand by the side of the weakest category from an economic point of view. Young people, who generally either study, or find it difficult to work, or are at the beginning of their career and need support".

For young people, Intesa Sanpaolo has launched two products above all, which will be those advertised by commercials that do not involve the participation of exceptional testimonials but focus on images and music (the choice fell on the US group The Chords, which contributed to the soundtrack from the hit 70s series, Happy Days): Youth mortgage and XME account under 30. “The bank has 1,7 million customers under 35 and has decided to offer them even more subsidized solutions,” said Barrese.

Mutuo Giovani therefore offers "a loan of up to 100%, extendable to 40 years and with a flexible repayment formula, which provides for light installments in the first 10 years and in fact a halving of the installments compared to traditional solutions". Since it was launched, Intesa Sanpaolo disbursed 1,8 billion in mortgages to 20 thousand young people, of which 3.300 atypical workers, i.e. without a permanent contract. "We are not interested in particular guarantees - Barrese said in the conference -, because it is natural that today's young people cannot give them as they once did".

Indeed, for those who don't even have a job but are still studying, the "Loan with honors" is provided, intended precisely for university students, without any guarantee required and up to 50 thousand euros for a period of 40 years. The XME under 30 account, on the other hand, is the variant of the traditional Intesa account, facilitated for the youngest: completely free of charge ("Not even stamp duty", underlines Barrese), with free withdrawals everywhere, even abroad, free and the availability of all operations online, through the app. "In the first seven months of 2017 - Barrese revealed - 225 current accounts were opened for under 30s, while in all of 2016 there were 74, and another 130 were converted".

The presentation of the campaign was also an opportunity to confirm a recovery trend in the real estate market, also certified by Intesa Sanpaolo data: in the first six months of 2017, the bank disbursed loans for 11 billion euros, of which 8,2 billion for home loans, while in all of 2016 the credit disbursed to households amounted to 17,2 billion. “There are signs of a rise in prices, especially in Milan,” commented Barrese.