Challenge
A prominent credit card brand faced declining brand equity in Australia, Japan, Indonesia, and Vietnam due to fierce competition from digital wallets. In these markets, consumers increasingly prefer digital payment methods, which offer greater convenience, seamless smartphone integration, and additional features like loyalty programs.
Approach
To address these challenges, the team focused on strengthening brand equity and salience by developing impactful creatives. The approach included:
•Identifying key brand attributes
•Creative development through phased research (qualitative & quantitative)
•Designing core territories, leveraging consumer pain points and cultural nuances
Impact
The project resulted in the creation of engaging advertisement concepts and comprehensive campaign briefs tailored to each country’s unique market characteristics and cultural nuances. These materials were instrumental in supporting a revitalised communication strategy that was implemented across all target markets.
