Bcash – Successfully
At that time, Bcash was one of the largest payment gateways in Brazil, 4th place in the market. But the need for better results has brought a repositioning opportunity.
The immersion studies showed us that, although other players had very well established strengths, Buscapé’s brand link by audience perception was still very strong, even though Bcash had been sold some time ago. Actually, this link was still bringing credibility to the service.
The immersion studies also showed up that when choosing a Payment Gateway, users’ main concerns are service stability, receipt and payment conditions, and the deadline for payment sent.
For this audience, the term success is known to indicate the operation was successful. Of course, operation success is part of company success. And there it is an insight for the concept “Successfully“. Success for the buyer, success for the seller.
‘Successfully’ Ad campaign
So, we created the “Successfully” ad campaign for Bcash. We worked on purchases and sales successfully, ensuring the brand’s credibility, and we also created a content strategy to tell Successful Stories with Bcash, fed by stories send through the dynamic system.
Two keyvisuals were made for the ad campaign, one for buyers and another for sellers.
Landing Page
We designed a landing page to be a hub for the ad campaign, this LP had a home screen for disambiguation, about buying or selling with Bcash, showing user’s possibilities. By clicking the call-to-action button, the user is taken to its service pages with Bcash attributes and benefits.
In the footer, there was a link to the ‘Success Stories’ mechanism.
‘Successful stories’ promo
The ‘Succesful Stories’ project consists of sending success stories about buying or selling through Bcash. By participating in this project, users were competing for iPads. The mechanism is simple:
- Access Successful Stories page
- Connect to Facebook
- Take a selfie (it can be shared in profile or not)
- Tell Your Successful Story with Bcash
- Submit
In the start of Successful Stories project, a promotional page replaces the home page of Bcash’s site. The photos sent by people are part of the layout.
