The campaign aimed to raise awareness of financial responsibility and highlight the role of OTP Bank and OTP Junior as trusted partners for young people and their parents in navigating financial decision-making.
Additionally, OTP Junior sought to position itself as a partner that understands the challenges faced by parents raising the next generation and can offer the best possible financial solutions. To achieve this, the campaign demonstrated that OTP Junior listens to parents' concerns and amplifies their voices.
We reversed the traditional educational narrative. Instead of presenting OTP Bank as an old-fashioned, suited expert lecturing young people and their parents, we engaged the target audience directly, encouraging them to share their experiences and questions about financial matters. OTP Bank, rather than acting as a teacher, positioned itself as a supportive partner.
This approach led to the creation of Hungary’s first-ever "Influencer Parliament," bringing together key representatives from schools, parents and young people:
The conversation was broadcast live and shared across both OTP Bank’s and the influencers' social media channels. Additionally, we supported the campaign with continuous organic press coverage.
The influencer and organic media campaign reached approximately 2.5 million unique readers.
The educational initiative launched in 2022 continued successfully in 2022 and 2023, helping OTP Junior stand out among financial products aimed at young people and achieve record-breaking customer acquisition in both years.
