The NeN brand – electricity and gas supplier – was built to be the antithesis of the traditional image that consumers have of suppliers and bills: it has a relaxed, playful, transparent, unbureaucratic tone of voice.
From a graphic point of view, the identity is undoubtedly bold, colorful, dynamic, stimulating and in step with the times.
The content strategy is completely social friendly: memes, tiktok, reels, thematic playlists on Spotify , collaborations with influencers , short explanatory videos and many informative posts capable of explaining complex information in a simple and understandable way for everyone, especially the younger ones.
Tate: Energy Made Simple
Similar to the previous case, we find Tate , which aims to provide customers with clear bills and a completely quick, easy and fast management of energy through a single application.
Unlike NeN, Tate’s communication rcs database is less “shouted”, playful or irreverent and focuses more on minimalism and the use of simple, useful and easily understandable messages.
After all, their claim is “Energy for what it is”, and they live up to this by avoiding frills, turns of phrase and tinsel in their communication and content strategy.
They are not particularly active on social media, but in any case it is possible to notice how their presence is uniform, coherent and aimed at exemplifying the positioning and soul of the brand as much as possible.
In short, Tate is the more millennial and less Gen Z version of NeN and makes it clear how even energy suppliers can communicate in a recognizable, friendly, contemporary way that is close to the public’s sensibilities, without necessarily “daring” too much.
Finance within the reach of Millennials and Gen Z: MoneyFarm
The main target of MoneyFarm, a digital wealth management service, is represented by the younger age groups, from 25 to 30 and from 30 to 40: curious people, moderately educated and informed, in career, eager to better organize their savings, but without the time or skills to do so.
Moneyfarm satisfies the target’s working on audiences, budgets and ads communication needs through a contemporary and clean aesthetic, an inspirational and realistic tone and a content strategy aimed at providing useful, concrete, disenchanted and truly interesting insights, information, suggestions and points of view .
Smart, online banks that speak to the younger ones: N26
N26 is one of the first banks to be entirely online and digital. Unlike the usual banking communication, which focuses on the use of institutional colors, on a formal and not very personalized tone of voice and on the creation of aseptic content and almost exclusively verticalized on products and services, that of N26 undoubtedly stands out.
The content is more about showing the lifestyle and stories of the community of young users who use N26 and not about boringly describing lack data the products. There are also collaborations with influencers: there is nothing in the communication of this online bank that feels “old” or repetitive.
At the same time, the opposite risk is that of treating the younger audience with condescension (see the entry “Italian politicians on TikTok in September 2022…”).
VAT is scary if you don’t know it and don’t have the right tools or information to manage it in the best way.
Fiscozen has overturned the classic perception: its communication and the image of this service are simple, direct, informative, even motivational.
In their social profiles we find interviews, insights, video tutorials and explanatory graphics.
It is a right balance, which catches the eye of those who are younger, but it is also professional for those who are older.
