PAYU BIZ
Our platforms for sales
APPROACH
Background:
Continuing with the Fintech innovation war, PayU online payment platform in Colombia develops PayU BIZ. A platform in which immediate collections and payments can be generated from the mobile phone through a link.
Challenge
Brands in the technology category always focus on highlighting the novelties and functionalities of their products, leaving aside the true needs and points of consumers around the product.
Insight
Colombia is a country in which informal employment reigns and in that same sense creativity to find a way to earn a living, better known as "Rebusque".
"Rebusque": Def. That ability of the Colombian to create a source of income using his ingenuity and inventiveness to get ahead with a business, no matter how small.
That way of receiving an informal income makes all Colombians potential entrepreneurs.
Strategy:
Taking advantage of that entrepreneurial spirit, the lack of easy access to web pages to offer services and products, and the ability to "search" that Colombians have to create informal businesses. We created a campaign that focused on connecting with the dreams, capabilities and problems of the entrepreneur.
EXECUTION
For the execution of this campaign, we plan content in a format known as Hero, Hub, Hygiene, in order to reach our consumers at different levels.
HERO
This campaign content was designed to spread brand awareness and increase engagement as part of a big idea that connects the entrepreneur dreams. The objective was to create a large impact, generate coverage across a range of digital media, and get people to take notice of how the brand was celebrating the journey of being an entrepreneur and how it supports them.
PayU Hero
HUB
With this content, we were looking to connect with the target audience about what they care, what they talk about and think. Our goal was to inspire the audience with a very funny entrepreneur character, who’s able to create more inventions, as he doesn't need to worry more about finalizing the sales. Besides, Showing in the content how the audience could use the app to ease their selling pain points.
HYGIENE
This more regular campaign content, in the form of social media posts with a clear graphic line, was aiming to show functional content to inform and engage the audience. We used real entrepreneur phrases, about their daily work situations and clear call to actions for the app functionalities. We were able to connect so well with the consumer needs that we let them use our own media to sell their products, even before Facebook or Instagram start selling through their platforms.
