The Youth Card is a free card that provides access to over a thousand sporting, cultural and transport benefits. And you can only enjoy them if you are under the age of 30. However, the majority of young Madrilenians were unaware of these advantages, meaning that they did not view the card as a door-opener.
To change this, we decided to modify the card’s role compared to previous campaigns. Moving away from a more educational and informative tone towards one that would connect emotionally with young people. Positioning ourselves as a tool to inspire youngsters in a bid to increase registrations, forge a stronger bond with our target and raise awareness of the imagin brand.