My task was to create a brand & a launch marketing campaign for a fictional company named CUPL;
a modern banking company meant for couples that want to create saving goals and have a shared overview of their spending.
The goal of CUPL is to cut back on spending time doing finances and thus gaining more time for each other.
- Research the market & Create the most important visual assets of the Brand
- Based on the Brand and Market Research, decide the most relevant channels and create the necessary resources
Who is our target audience?
- Couples
- Live in Germany
- 20-40 years old
- Slightly above average income
What is our target audience like?
- Slightly more experienced with financial products.
- Want to create saving goals
- Want to have a shared overview of their spending
Key Messages
Aka what does the target audience care about & how do we speak to them in our marketing efforts?
Efficiency
Our couples want to get their finances done with in the best way so they can spend more time with their partner as well as reach their finance goals.
Honesty
Millennials have a no-bullshit attitude, they know an ad when they see one, and are more likely to respect a brand they feel speaks to them directly with the truth.
Empowerment
Our Couples are well established and they know what they want, they are strong enough together to share their finance and life, and a brand that supports and pushes that forward will appeal to them.
“Specifically, millennials are embracing the automation and machine-learning capabilities of fintech companies to help them advance toward their savings goals without having to think about it.” - CB Insights
“56% of German millennials would like to be able to make instant payments to others and pay bills, regardless of who they bank with” - Ipsos
“Gen Y craves brand authenticity, with 89% preferring simple, straightforward ads” - Media post
“62% of respondents talk to their partner about money at least once a week. Of those couples, 78% say their somewhere from content to extremely happy in their relationship, compared to only 50% who talk about it less than every few weeks. This tells us that those couples who talk about their finances more frequently tend to be happier in their relationships.” - TD Bank Survey
Brand - personality / Attributes
Aka who CUPL is as a brand, and how does it want to be perceived by the target audience?
Similar to our Key messages, however these are more than for strictly marketing purposes and incorporate
how we speak visually from corporate identity as well as product, and how we communicate as a company.
Inclusive
Since we are also speaking to both sexes it is important we present ourselves as an
open minded brand that does not discriminate.
Intelligent
We want to be a brand & a product that understands and learns its users and provides to them the
best way possibles, again since we are in the finance world we need to be progressive and smart.
Efficient
Being in the finance world we want to make sure our users
know we are the best product to use for their goals.
Positive
We want to encourage the couples in anything they do, help them in their finance goals as well as the
happiness / calmness that brings into their relationship together.
brand - logo
From our Key Messages & Brand attributes I’ve decided to add the Slogan of “together for better”;
Open ended, to be perceived as better at finance together, better communication together, better as a couple.
The logo being minimalistic and bold, based on a universal icon that connects to finances.
visual elements
The colors chosen based on the combination of the brand attributes, being unisex, serious & playful at the same time.
The green and orange colors can also be used in presenting positive and negative balance of accounts within the product.
The shapes used are based on the most basic shapes to create an easy & positive take on the finance world, alongside a light texture to give it a more mature look and connect it to the real physical world.
The chosen font is Montserrat & Montserrat Alternates, which is a clean and clear type, but has a slight character to it and isn’t too boring.
Launch Campaign
Marketing channels and why I chose them
Concept: I chose to present a comparison between the current pain points couples are facing with their finances -
and how using CUPL solves them, highlighting the efficiency and easiness of the app.
Using short snappy phrases to speak to to the target audience, I also chose to use a common scenario from their day to day life - messaging with friends, alongside the lingo that comes with it, to make it more relatable.
YouTube
- Ads
- Influencer marketing
Social Media (*Focus on Video)
- IG Stories
- IG & FB carousels
- Influencer marketing
Podcasts
- Health focused
- Comedy (joint listening)
OOH
- Underground / Train stations
Influencer marketing
“58% of millennials like ads more when they feature one of their favorite digital stars. “ social report.com
Podcasts
“millennials are 44 percent more likely to listen to podcasts once a week on their smartphone than the average smartphone-owning adult” - ComScore
We are also assuming our couples are growth minded and therefor look to make themselves better and are listening to health related podcasts.
Out of home
“one out of every four consumers will post an image of an outdoor ad to Instagram.” Consumers are also 48 percent more likely to click on a mobile ad after being exposed to the same ad on an out-of-home advertisement first.” - media post
OOH is a good situation for the couples to encounter and discover the product together.
