Qapital - Brand Launch Campaign
Business opportunity
Qapital has gotten national recognition as an easy to use app to help the average Jane better manage her money. Without any past marketing campaigns, all adoption was driven solely by word of mouth. To spread the word further, they were in need of an overall brand and marketing campaign as a “launch” to the world.
Money is in control
Money has more control over us in this world than we do over it. Human nature tempts us to spend at every corner with BOGO and FOMO and online shopping carts that stalk us like an ex.
We aren’t able to easily evaluate how spending now hurts our goals in the future when instant gratification kicks in, something that consumerism takes advantage of.
A taboo topic
Talking about money is taboo, even among friends, leaving us feeling helpless and without resources.
While millennials are hesitant to speak directly to peers about debt, they are using the internet to search for help.
Qapital uses behavioral economics for us, not against us
With world-renowned chairman and Chief Behavioral Economist Dan Ariely on its side, Qapital has developed tools to nudge people toward wiser decisions and wealthier lives.
It helps us visualize our goals to keep them top of mind when temptation hits, automates saving when we least feel it “leave” our wallet, and helps us evaluate what we want now vs in the future for an overall better relationship with our money.
Insight
We have a fear of facing our money.
Qapital puts us back in control.
Brand Platform
Put Money in Its Place
Empowering people to speak out about money and literally put it where you want it (saving, spending, or investing) with tools like Payday Divvy for total money mindfulness.
Creative territories
Two high-level territories were presented to show the range of work that can come from the platform. In the end, the client couldn’t decide, and wanted to do both.
