One of the competitors in perception
Posted: Sun Feb 16, 2025 7:16 am
Question: What services within the digital bank application are most important to you?
The example of one of the competitors we analyzed shows changes in its perception. It can be identified by certain characteristics. This competitor was perceived as a modern bank with a convenient application and high reliability.
One of the competitors in perception
One of the competitors in perception
Analyzing in more detail, we see that the user-friendly argentina telegram data application is indeed an advantage, but the level of reliability was relatively low, which was a problem. Modernity, although highly rated, was not a critical parameter in this context.
Survey results
During the surveys, we also collected feedback from customers , which they left manually. The direct language of several customers shows who is the market leader in Ukraine and what they want. For example, many customers suggested taking Monobank as a basis and adding certain functions and services.
Formation of a communication message
The next stage is the formation of a communication message based on the information collected . We develop a communication hypothesis and a key message that we will convey to the audience.
One of the hypotheses was called Safe Play. The idea was to explain why a user should install a new digital bank application. We emphasized that we offer a risk-free product: free, convenient, premium, which provides real benefits. We are happy to accept every customer, even those with a bad credit history. By offering a debit card without a credit limit, we asked the question: why not try it, because you have nothing to lose? This communication was based on key points from our research: convenience, real benefits, free of charge .
Creative implementation
The next step was to apply this data in creative implementation. Banking creative must meet two criteria: ensure the branding of the bank so that it is remembered, and stand out from the rest . In the current environment, standard banking creative no longer works. Market leaders, both in Ukraine and in other countries, such as the UK or Austria, use more ambitious creatives that convey the necessary information about reliability, free transfers, etc., but at the same time are visually attractive and noticeable in the news feed.
While the flashiest creatives don't always deliver the best results, it's important to build brand awareness that they stand out and are easily noticeable.
For example, one of our clients was the Ukrainian “Neobank”. Their creatives included such messages as “Your digital bank”, “Transfer money without commissions”, “International transfers from card to card” . Among the many creatives, of which there were hundreds, a space theme stands out, where aliens pass the application to people with their limbs. Pay attention to the phrase “Your digital bank” . This would seem to be the most universal creative. What could be simpler than writing “Your digital bank”? It’s like saying “your white milk” or “your black bread” – a very simple story.
The example of one of the competitors we analyzed shows changes in its perception. It can be identified by certain characteristics. This competitor was perceived as a modern bank with a convenient application and high reliability.
One of the competitors in perception
One of the competitors in perception
Analyzing in more detail, we see that the user-friendly argentina telegram data application is indeed an advantage, but the level of reliability was relatively low, which was a problem. Modernity, although highly rated, was not a critical parameter in this context.
Survey results
During the surveys, we also collected feedback from customers , which they left manually. The direct language of several customers shows who is the market leader in Ukraine and what they want. For example, many customers suggested taking Monobank as a basis and adding certain functions and services.
Formation of a communication message
The next stage is the formation of a communication message based on the information collected . We develop a communication hypothesis and a key message that we will convey to the audience.
One of the hypotheses was called Safe Play. The idea was to explain why a user should install a new digital bank application. We emphasized that we offer a risk-free product: free, convenient, premium, which provides real benefits. We are happy to accept every customer, even those with a bad credit history. By offering a debit card without a credit limit, we asked the question: why not try it, because you have nothing to lose? This communication was based on key points from our research: convenience, real benefits, free of charge .
Creative implementation
The next step was to apply this data in creative implementation. Banking creative must meet two criteria: ensure the branding of the bank so that it is remembered, and stand out from the rest . In the current environment, standard banking creative no longer works. Market leaders, both in Ukraine and in other countries, such as the UK or Austria, use more ambitious creatives that convey the necessary information about reliability, free transfers, etc., but at the same time are visually attractive and noticeable in the news feed.
While the flashiest creatives don't always deliver the best results, it's important to build brand awareness that they stand out and are easily noticeable.
For example, one of our clients was the Ukrainian “Neobank”. Their creatives included such messages as “Your digital bank”, “Transfer money without commissions”, “International transfers from card to card” . Among the many creatives, of which there were hundreds, a space theme stands out, where aliens pass the application to people with their limbs. Pay attention to the phrase “Your digital bank” . This would seem to be the most universal creative. What could be simpler than writing “Your digital bank”? It’s like saying “your white milk” or “your black bread” – a very simple story.