YOUTH STEREOTYPE VS REALITY - #SGBL hits right with #iLive account

OK, so we have a product targeting the young generation, let's shoot a commercial showing a bunch of youngsters enjoying themselves carefree. let's show them exploring different locations, going out dancing, playing sports, and going wild. If not all, most of the brands these days take this direction when communicating with the young generation, but those brands are missing out on a very important point. This is the INTERNET GENERATION. The Internet means free open knowledge and information, just the opposite of the Television that dictated what the viewers receive and somehow programmed them to buy the products advertised. This is a smart generation; at least smarter than the one before in my opinion. 

SGBL bank launched a new campaign targeting the young generation with a bank account tailored to their needs. What's new about this campaign is not the offering, almost every bank offers the same account and benefits, but their approach. They spoke with the youngsters' voice and they described them perfectly. It is true that the youngsters are the ones full of energy, always exploring, and enjoying life, but it's also true that those youngsters are responsible hard workers and as much as they would love to go out and enjoy life, the economy and their financial situation wouldn't allow them to do so. This is the truth. The happy outgoing people we see on TV are only the 1% of the Lebanese population who mostly come from wealthy families, but the 99% who struggle on a daily basis working double shifts to pay off rent or school tuition are the real deal, those are the people who will be interested in a bank account that offers them some privileges and some discounts. 

I hope other banks will take the route SGBL took, and I hope SGBL and the other banks would really do their best to make the life of those kids a bit easier and not only do good ads. 

Great job SGBL!