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  • Can Superflash convince young Italians to trust banks?
  • Can Superflash convince young Italians to trust banks?
    Cristian, Creative Commons (2007) ©

Superflash: a cool lifestyle bank for Italy’s Gen Y

Over 70% of Gen Y would rather go to the dentist than listen to what their bank says. So Italian banking group Intesa San Paolo developed Superflash – a brand and store concept that looks more like a fashion store than a financial institution. But can banking ever really be cool?

Location Italy

Over 70% of Gen Y would rather go to the dentist than listen to what a bank has to say, says a three-year study run by Scratch, an in-house unit of Viacom. [1] This makes the banking industry one of the most likely to be disrupted.

Young Italian consumers are setting a new standard, from rejecting wine – their parents' and grandparents' drink of choice – and turning instead to cocktails and craft beer, to dismissing traditional media and advertisers and becoming co-creators, influential storytellers and expert social curators. They’re a challenging, modern audience.



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