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

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?