Financial services brand Sallie Mae is looking to connect with college students on their level.
As such, the brand has created a new Lo-Fi album, which is designed as a relaxation tool for students pressured by studying for finals.
“We are looking to meet students where they’re already plugged in, so we can engage them and provide solutions to support them throughout their education journey,” said Brian Babineau, SVP, Chief Brand Director, Sallie Mae. “This album taps into the lo-fi genre that has gained popularity with Gen Z and gives students a study resource that will help stimulate learning, boost mood and filter out distractions.”
The music mix, available on Spotify, includes tracks from Issac Dunbar, Melina Mae Cortez Duterte (Jay Som), TOLEDO, Juan Ariza (musicariza) and Chris Plante (modslee). Launched with creative agency GYK Antler, the campaign includes a 55-minute YouTube “album visualizer” video that features all 17 tracks set to a looping sequence of artwork aimed to work as a calming tool.
“Sallie Mae’s purposeful shift from a student financial services company to a student support system broadens the scope of how the brand can show up for students,” said John Mathieu, Creative Director, GYK. “We wanted to provide a helpful tool for students to reduce stress, stay focused and ultimately achieve their goals. We also aimed to show up with this tool while students are actually in school, instead of before college and then again after college once the bill is due, which is typically when loan providers interact with their customers the most.”
The campaign supports the brand’s mission to power confidence during a student’s journey with education. “We found that universally, students encounter stressful moments and mental health challenges as they work to achieve their educational goals,” added Babineau. “In fact, nearly one third of students who dropped out of college said that mental health issues were a contributing factor. By launching Sound Mind we are able to offer unique support during finals, one of the most stressful times of the year. If we can help a student become better prepared during finals week, their overall semester is positively impacted. And that small impact can extend to future success ultimately resulting in a student achieving their education goals and receiving their degree.”
