BNP Paribas Cardif in Netherlands recently started with its new media platform Generation F. Generation F is short for Generation Finance and is a new and unique way to get to know consumers and find out more about their interests. The role that money plays in their lives is one of the central themes.

Generation F is based entirely on new media. Central components are an online platform and the special app ‘Cardif Panel'. Through these channels, consumers share their views, experiences, pictures and movies. Central subjects are applicable to the lives of the consumers their selves and their relationship with financial affairs.

The platform starts small with nine participants. The intention is to expand this group over time. Subjects can for example be bad purchases, money spent on holidays, mistakes in the administration, dreams and wishes and saving goals. Through the app, BNP Paribas Cardif can also respond to current circumstances at any time. For example, the participants could be asked to react on the economic developments and share their feelings about this subject.

With Generation F, BNP Paribas Cardif wants to gain new insights in a structural way. “We think it's important that the consumer has a great influence and we use a diversity of resources to facilitate this”, says Kim Derrix, Manager Customer Insight. We consider Generation F as an experiment. We are not looking for statistics, but for valuable insights which arise from various consumers who we really got to know well.

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