BACKGROUND Sber Private Banking is a reliable partner in managing the capital of affluent individuals. SPB creates solutions tailored to the specifics of each client's assets and goals. SPB provides: A wide range of financial instruments and privileges Brokerage services and personalized investment solutions Non-financial services: Lifestyle offers and assistance in addressing family strategic tasks. Capital owners have reached the age of ""passing on the business."" Their children are potential SPB clients. It is important for us to build an emotional connection with them and make Sber Bank their first choice. "Future Creators" is a closed club of heirs of Sber Private Banking clients' capital, bringing together talented and successful young people to create their own future projects, and organizing closed meetings, masterclasses, business games, and parties for them. For the club in 2023, the following KPIs were set: Increase in the number of participants by 60% Increase in capital under the participants' own management: +25%" CHALLENGE In 10-15 years, the children of Sber Private Banking clients will be occupying leadership positions, starting their own businesses, or continuing their parents' legacy. What can we, as a bank, offer this target audience to support their aspirations and lifestyle? How can we differentiate our offering/communication, considering the vast opportunities and broad access to new experiences among the youth from affluent families?" Young people aged 18 to 30, the children of Sber Private Banking clients. They have graduated from or are studying at the world's top universities. They have a broad outlook, set ambitious goals for themselves, and see no barriers to achieving them. MARKETING GOAL: Make Sber the top choice for heirs of capital - the children of Sber Private Banking clients. BUSINESS GOALS: 1) Engage the children of Sber Private Banking clients in the youth program and grow the community. 2) Increase the volume of the portfolio under independent management among clients up to 30 years old." INSITE The children of SBP clients belong to Generation Z. They have not yet defined their professional priorities. They are at a crossroads. According to surveys (Deloitte CIS, 2020): - Generation Z seeks to create a social impact. This priority is cited by 46% of respondents. The desire to make the world a better place is evident both in the pressing issues that concern respondents (with environmental problems leading the long list) and in the considerations they take into account when choosing products and services, as well as employers. - Generation Z values the social responsibility of companies and brands. 42% of respondents reported that they have started/expended relationships with certain companies because they believe their products/services benefit society and/or the environment, while 38% have terminated/reduced relationships with companies whose activities, in their opinion, have negative consequences. - Generation Z needs new knowledge. 70% of respondents believe that schools and universities provide limited/insufficient skills for success in the Fourth Industrial Revolution era and teach how to live in the past. SOLUTION Based on the insights of the target audience, we have chosen the following brand role: Sber Private Banking is a guide on the path to self-realization. We decided to establish a connection with Generation Z through an educational project, where they will gain unique experience and access to relevant knowledge, as well as pay attention to important social issues, broaden their horizons, learn to make informed and socially responsible management decisions. We help the heirs of capital find themselves, choose the right direction for development, and by uniting, create significant projects that influence the future of Russia. This sets us apart from other banks as a socially responsible campaign that not only solves its tasks in attracting new clients but also helps them develop and contribute to society. The "Future Creators" project is a closed club of heirs of SBP clients, which brings together talented and successful young people to create their own future projects. The club regularly holds unique edutainment events, for each of which experts in various fields and formats are selected, allowing participants not only to listen but also to actively participate, test their ideas, solve business cases, and gain practical new skills. Networking parties are also held within the club. No bank has previously worked in this format with our target audience. It is customary to build a connection with youth, especially affluent youth, through the entertainment segment. Based on the insights of the target audience, we have opted for an edutainment format, which has allowed us to address business objectives and fulfill the stated social mission. Since the project is aimed at a narrow audience, recruiting new participants was carried out directly through two channels: Bankers personally invited the children of their clients who were not yet members of the club. Club members could bring +1 guest to all club events. Afterwards, new guests could become club members by opening a brokerage account for a certain amount. Announcements of club events were made in a closed Telegram channel for participants. Describe the quality and accuracy of implementing the concept and other elements of the campaign; the quality and complexity of organizing the process; full and timely provision of the target audience with communication materials; ensuring the planned reaction of the target audience; the quality of production of advertising and marketing materials; other. Describe the mechanics of project implementation. What was done, by what means, how, and for what purpose? Within the club in 2023, 5 events were held in various directions: FEDERATIVE MANAGEMENT BASED ON ESG PRINCIPLES: a business game ""Sustainable Development of the Region,"" specially developed for the club. The goal of the game is to enhance participants' competencies in sustainable development to reduce the destructive impact on nature. Game tasks: Provide participants with an understanding of sustainable land management Develop skills in preparing and justifying decisions made Improve negotiation skills Emphasize long-term responsibility for decisions made Establish a cooperative strategy DESIGN THINKING: creating a business from insight to prototype. Training with the solution of a real business case. MUSIC: a two-day training ""360 Music Industry."" On the first day, participants attended a master class on creating music content by the well-known rapper ST (Alexander Stepanov). The second day was dedicated to promoting and distributing created content. CINEMA: Closed meeting with director Anna Melikyan, premiere screening of a new film, and a panel discussion on building a career in the film industry. RESTAURANT BUSINESS. A meeting with chef Artemiy Lopatin and restaurateur Alexander Sysoev took place at the Jun restaurant. Topic: venture investments in restaurants. How to find an investment-attractive restaurant or create one. The series ended with a party where community members voted on the themes of upcoming events for 2024. RESULTS • Club membership growth +80% • Increase in capital under the personal management of community members: +30% • 20% of community members opened their own account