About
At imagin, we have redesigned our way of communicating to make it more understandable to our customers.
Innovation presentation
Imagin customers are mostly young people aged between 18 and 25 years old. For young people of that age, banking matters are not interesting and are considered something necessary but boring and difficult to understand. The banking sector in general tends to use complicated words such as APR, variable remuneration, direct debits... and lots of text. By doing so, rather than grabbing their attention we push them further away. So imagin decided to try to bring finances closer to this younger audience by speaking clearly and simply to them. Imagin created a new tone and style guide made for and by them. The idea was that if we talk to them in their own language, they will understand it better and will feel more identified.
In addition to adapting our communication tone, we are faced with a new problem: young people do not read. They have become accustomed to consuming highly visual content with little text, and this poses an extra challenge. Adapt financial content to have a more user-friendly and simpler tone, but also with illustrations and images to aid understanding and browsing inside and outside the imagin application. Imagin changed all its communication channels to adapt to the two issues identified. Major developments:
1. Communication pieces We have adapted all communication pieces, both graphically and in the tone used. We found funny copy mixed with illustrations and images to encourage the reader to read on. We also created fully customised customer journeys to communicate at the precise time that a customer may have a certain need. These journeys are designed to promote both conversions and engagement. Example of journeys:
a. Onboarding journey, to accompany the user during their first steps in imagin. There is a journey for each type of user: leads & customers
b. Linking journeys for Member Get Member users
c. Remarketing.
d. Etc
2. Application: We have adapted the whole application to suit the new communication tone. We have also incorporated new graphic material with illustrations, images and animations to make it more dynamic and fun.
Finally, the most notable change within the app was the creation of a new, more fun and "less banking" section to attract the customer and stimulate return traffic. This section is called "Enjoy." In it, customers can find content of their interest, lose themselves watching videos, reading articles or buying the latest mobile phone. The aim was to create a mix of content, where the user could enjoy and forget that they are in their finance app.
As mentioned, Enjoy is structured into different content:
- Informative content: Here you will find the latest trends in art, culture, fashion, technology, music, gaming, environmental solutions... four sections have been created with written and audiovisual content with four different themes to cover the whole audience.
o imaginPlanet: It is proven that young people are increasingly concerned about our planet. imaginPlanet was born in response to environmental sustainability and conservation problems. More sustainable financial products, awareness challenges and advice to combat pollution are being created. In addition, an agreement has been reached with Dani Illescas to reforest a forest in Spain, along with many other challenges. New content every week:
o imaginMusic: After the success of "La Gira" in 2019 with Ana Guerra and Luis Cepeda, we know that our customers like music. imaginMusic is a response to this, with exclusive interviews and videos with popular artists.
o imaginGames: Another popular area among young people is gaming and eGames. Imagin has secured a partnership with the leading company MAD Lions, which is having an impressive impact. imaginGames has exclusive content and discounts at companies such as MAD Lions and IGG.
o imaginCafé: This was born as a physical coffee shop in Barcelona and has become a generator of highly dynamic content covering a wide variety of topics such as technology, entrepreneurship, fashion and sustainability. Its short videos generate great interest across imagin's social media.
- Financial products: The Enjoy section also includes financial products with financing options. This captures the attention of the young consumer with related products such as GoPro or FitBit.
- Discounts and promotions on experiences: Imagin has created a very important partnering program and has powerful agreements with companies such as Booking, eDreams and eCooltra that are attracting great interest from our users.
These agreements with third parties help us to create return traffic to the app and an excellent "word of mouth" recommendation rate. This allows us to attract new users daily.
Initial results confirm that this section works very well and is generating a high repetition rate among users. Enjoy is the second most visited section of the app, after the dashboard (app's start screen), already with more than 1 million visits in just over a month. Users also record nearly two clicks within the section, consuming all types of content.
Uniqueness of the project
We are the only bank with a prominent non-finance section containing only content that is relevant to the user.
