Vega Awards Platinum Winner Winner

2023

Own Tomorrow

Entrant Company

Gravity Global

Category

Digital Marketing (Campaign) - Marketing Effectiveness

Client's Name

Payoneer

Country / Region

United Kingdom

Strategy

Payoneer is facing increased competition. Venture capitalists invested $133 billion into fintech startups worldwide in 2021, nearly three times the $49 billion they invested in 2020 (source: Forbes, The Fintech 50 of 2022).

Couple this with the expansion of ‘traditional’ banks into fintech spaces, arguably making the competitive landscape the fiercest it’s ever been.

The challenge Payoneer faced was one of Fame. Our analysis showed very low awareness levels even though the product was category leading.

Our two main challenges:

1) Create a strategic platform that would resonate across challenging markets and cultures and allow for personalisation to target different need states within each country.

2) Develop a GTM plan that would raise brand fame quickly as Payoneer had little to no awareness in the target markets. Ensure that there was a strong digital demand layer to convert interest quickly and achieve 100% lead uplift.

Our solution:

Create a campaign where the difference between audiences could be highlighted, understanding that the main target audience (small business owners) are vastly different and the messaging needed call out the individual need states.

Research showed ‘empowerment’ to deliver the business ambition was a consistent theme/requirement across the difference audience sets. Audiences showed a frustration with other providers and it was felt that instead of enabling business to take place it was felt that they were actually blocking opportunity.

To capture this insight our creative lead thought was

Payoneer is dedicated to removing the blockers of opportunity and enabling entrepreneurs to “Own Tomorrow” by being able to make payments and receive payments in any country and in any currency.

We created an attitudinal-based creative platform with built-in flexibility to allow for the diversity of our target audiences.

We also created business “personas” – Trendsetting Entrepreneurs, Market Mavericks, Cross Border Visionaries, Fearless Founders. These personas have the determination to track down opportunity even if it means going to the four corners of the planet.

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