Next-Level Banking for Gen Z: Haspa Wins Young Target Group with AI-Powered Multichannel Campaign

Hamburger Sparkasse (Haspa) is deeply rooted in Hamburg with 100 branches across the metropolitan region—every second Hamburg resident already banks with Haspa. But how do you win over GenZ and young people in Hamburg for their own account?

The challenge was to develop a 360° social-first communication strategy for the launch of HaspaJoker start—a current account for teenagers and young adults aged 12 to 29. What was needed was a creative lead idea that would authentically appeal to both the youngest target groups and those in their mid-twenties, as well as their parents, while making Haspa's youth account known throughout Hamburg.

Our approach relied on a mobile-first strategy that considered the digital usage habits of the young target group from the outset. The goal was to generate new account openings and increase brand awareness of HaspaJoker start across all relevant touchpoints.

The campaign mechanics included:

• Target group-specific messaging: From 12-year-old teens to 29-year-old young professionals—plus parallel communication for parents
• Gaming-oriented content: E-sports features, interactive challenges, and a visual language that combines gaming aesthetics with banking topics
• AI-supported content production: Use of AI tools such as StableDiffusion and Wonder Dynamics to create authentic gaming elements
• Multichannel implementation: Seamless integration across all digital and physical channels

The campaign positioned HaspaJoker start as the "cool account for aspiring investors" and created a distinctive brand access point for the young target group by connecting banking with gaming culture.

The social-first campaign for HaspaJoker start achieved impressive performance metrics:

• Impressions: Over 24 million contacts within the target group
• Interactions: 186,000 engagement actions
• Link clicks: More than 85,000 qualified clicks to account opening pages
• German Online Communication Award (DPOK): 2 Winner awards in the categories "Multichannel Communications" and "Financial Services."

Through the campaign, Haspa was able to further solidify its position as a banking partner for all generations of Hamburg residents and successfully establish HaspaJoker start as an entry-level product for the young target group.