Stanbic Bank Unayo – Connecting Hearts Across Borders

Stanbic Bank Unayo – Connecting Hearts Across Borders

Case Study 1: Stanbic Bank Unayo – Connecting Hearts Across Borders

Challenge:

Stanbic Bank Zimbabwe needed to launch Unayo, their mobile money wallet, with a specific focus on a new feature allowing international cardholders to easily transfer funds to Zimbabwe. They wanted to increase app downloads, usage, and revenue while specifically targeting the Zimbabwean diaspora and local non-Stanbic Bank cardholders.

 

Solution (Bergast House’s Approach):

Big Idea: “When you Need Home & When Home Needs You” – This emotionally resonant campaign focused on the mutual support between the diaspora and those at home, with Unayo as the essential link.
Messaging: We crafted messages emphasizing the convenience of linking any international card to Unayo, the 24/7 availability of USD cash at ATMs, and the ability to send money to anyone in Zimbabwe, regardless of their bank affiliation.

Visuals: We developed heartwarming visuals depicting happy diaspora members sending money and joyful recipients using those funds in their daily lives. These images showcased both feature phones and smartphones, reflecting the target audiences.
Channels: We utilized a multi-channel approach, including press, radio, TV, social media (with specific targeting to diaspora communities), and online banners.

 

 

Results:

Increased App Downloads: Unayo saw a significant surge in downloads, particularly among the diaspora community.
Higher Transaction Volume: The new card-linking feature led to a notable increase in transactions, both from abroad and within Zimbabwe.
Brand Perception: Stanbic Bank’s reputation for innovation and customer-centricity was enhanced, especially among the unbanked population who gained access to financial services.

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