Campanie
General Information:
Strategic approach:
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THE CONTEXT It’s 2023 and still 2 out of 5 Romanian adults don’t own a bank account or a card and just 32% of local Romanian merchants own a digital payments terminal. The amount of people who choose to pay all their bills digitally is so low we don’t even have numbers on it. In this context, you can imagine it’s quite a challenge to convince the majority to use Pago, a mobile app that enables you to pay your monthly bills easily but virtually. Previous digital campaigns have built some awareness for the mobile app, but not enough conversion. And given our digital savvy target is quite limited we needed to speed up the path to conversion. THE PROBLEM Pago has a steep learning curve when it comes to using it: from linking accounts and bank cards, to setting biometric passwords and so on. It isn't an "on-the-go" account setup. So we decided to turn this weakness into an advantage, by assuming people knew how good Pago is, but were too lazy to adopt it. We needed to create an emotional trigger that would enable people to get out of their heads and act, to go from knowing about Pago to actually using it. Main objective: +10% more new accounts opened in Pago vs YoY Secondary Objectives: 20% increase in app downloads vs YoY Since this was a co-branded campaign together with VISA, we also aimed to increase the number of VISA cards added in Pago for existing members (72,728 to be achieved in 2023). THE STRATEGY We started from the creative highpoint that the audiences knew of us but still wouldn’t commit. Something was holding them back and most of the time they blamed not having the time to install it. They needed to see themselves in a humorous mirror in order to realize the stupidity of not taking the time to install an app that actually saves them time. Our strategy was to create urgency by directly guilt tripping the consumer for not using an app that saves time not just for themselves but for everyone around them |
Execution:
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