FirstBank Challenge
Vanderbilt Business School Brand Week - Real companies, real problems, real solutions.
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My team won this challenge by developing a strategic solution to help FirstBank engage Gen Z customers.
FirstBank struggles to attract younger customers, who often remain with their parents’ banks and lack foundational financial literacy. Without a clear strategy for Gen Z, the bank risks losing long-term relationships with a critical future market. Below are two key concepts I personally led, spanning digital product strategy and experiential marketing.
New in-app feature:
I led the concept and strategy for a new Quick Action feature within the FirstBank mobile app.
The existing dashboard relies on Quick Action buttons for fast user navigation. I proposed adding a new Quick Action that links directly to a Financial Hub, giving customers instant access to tools and educational content focused on budgeting, saving, and long-term financial health.
Experiential Activation:
Digital Fortune Teller
I proposed an engaging gameday event for First Bank that embodies the brand's identity while resonating with Gen Z. The idea is to implement a digital “fortune teller," creatively leveraging the parallel with the traditional bank teller as well as the concepts around fortune. Attendees would input their name and email to receive a printed slip featuring an uplifting fortune alongside a banking tip. In addition to being an engaging pop-up, this activation offers the bank an opportunity to collect valuable marketing data for future outreach and engagement strategies.
