The campaign targets 45 year old’s who are well-educated account director or senior executives. These users are not only an early adopters of the latest news and technology, but they are also pouring over reviews of other banking solutions and getting financial advice online. He wants to make the most of his savings and take his banking into his own hands. EQ Bank offers the Savings Plus account that meets the requirements for independent digital bankers who live life outside of bankers hours.
This campaign lives on social media by leveraging platforms that let you discuss personal finance tips and goals, however this works as a system with the hand as a symbol for ownership and independence that can easily be expanded on.