Cash'allô puts a little humor in financial education

Initiatives to promote financial pedagogy take many forms, among them the one proposed by the mutual fund specialising in pension savings, Garance. It stands out from the other proposals made on the market by adopting in somewhat offbeat tone and putting humour in the spotlight.

FACTS

• Garance wanted to renew its educational efforts by offering new online content for the general public. These content took the form of videos, as part of a web show called Cash'allô.

• This web-series is presented as a new tool allowing its spectators to learn more about the savings sector, in a relaxed and fun atmosphere.

• Cash'allô thus takes up the model of the word-of-mouth game by incorporating financial definitions into it to push stakeholders, like spectators of all generations, to learn while laughing.

• Garance highlights the very good results and feedback on his first issue and has thus formalized the distribution of a second issue for his web series.

• Cash'allô's first issue was watched almost 400,000 times in just two months. The second issue recorded nearly 150,000 views in two weeks.

ISSUES

• Promoting a playful approach : Using games or playful approaches to raise awareness among young people is now a relatively common strategy adopted by many players, including in the financial services market. Garance nevertheless goes a little further today by defending a fun and humorous approach to addressing an expanded target.

• Democratizing savings : Garance justifies the deployment of Cash'allô by highlighting the results of a study of Viavoice entitled "The French and Savings. Behaviours, perceptions, aspirations", published in May 2021, according to which more than one Frenchman in two stressed the somewhat complex nature of savings. 36 per cent of respondents also indicated that better knowledge of investments would encourage them to take more risks.

• Complete your offer In addition to Cash'allô, Garance also offers adult holiday books in partnership with Iziwup, as well as a video game.

PERSPECTIVE

• A shift in tone is an increasingly marginal but always impacting approach for financial services players. BNP Paribas Fortis demonstrated this in 2014, in adopting for example the second degree as a communication weapon.

• On the specific theme of pedagogy, initiatives can take many forms to mark minds. Allianz proposed for example a sound fiction of the summer of 2021, when Pretto proposed a game to offer at Christmas in 2023. Brazilian neo-bank Nubank did For its part a daring parallel between finance and tattoos last March.

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