The fifth largest bank in Spain, Bankinter has opened a virtual branch in Whyville. The initiative is designed to teach children about the basics of finance.
This follows on from the recent launch of Scion Solutions in Whyville – a virtual presence created to teach kids about loans – and offer them.
Commenting on the Bankinter project, Alfaro Aguilla-Real (Bankinter General Manager) stated:
“Opening a virtual bank in Whyville is absolutely a natural for our bank whose fundamental approach to business is based on the education of our customers. The financial services currently available in our branch in Whyville are just the first step in establishing a thoroughly modern and diverse set of financial services and instruments for Whyville’s citizens.”
Proving that this move is resonating with the Whyvillians, 25% of the entire world currency, the Clam, has already been deposited into bank in the form of saving accounts or certificates of deposits (CoD’s).
The bigger picture here is the success that brands are having in youth-oriented virtual worlds and the metrics that worlds such as Whyville (and There, albeit to a slightly older audience) can provide for brand owners.
Children are less suspicious of brand entrances into virtual worlds than adults and view the propositions at face value. So, as we’re seeing here, give an audience something they’re looking for and take-up is rapid. Simple.
Order the Kids and Tween worlds case study here .
Related information: Financial Services sector case study.
