Adolescents have bank accounts but are not the most exemplary money savers. The challenge was how to make them save money when that's the age we all start spending our allowance in social events, clothes, gadgets, etc.
CGD - Caixa Geral de Depositos is Portugal's biggest bank, holding the vast majority of bank accounts, from business to personal. In context of the international crisis, savings became one of the the bank's main concerns.
The key concept for this campaign was not to focus on the 'savings' concept - not very popular amongst teenagers - but rather on the freedom that saving money could give them. The idea was to create a social platform, associated with their bank account, where they could set goals (e.g.: buy a new smartphone, a gaming console or a trip) and then direct family gifts to those objectives; each goal budget would be determined on creation and the money would stay captive until the goal was completed.
A website was created to create monitor individual goals, and also, by integrating with Facebook, to give the ability for users to create gift-lists (money offers) to be shared with their relatives, so that on certain dates (birthday, christmas, end of school year) the adults could easily contribute to the teenager goals.
Press ads and banners were created to give the campaign more awareness.