Mobile Banking App Launch

Creative Strategy | Content Production| Digital Ad Strategy

August 2018

Background

Mellat Bank, a leading financial institution in Iran, wanted to introduce its new mobile application, Mellat+, which featured functions like digital wallets and QR code payments. The primary objective was to gain attention for these features and boost app downloads.

Objectives​

  • Raise awareness about the Mellat+ app and its unique features.
  • Increase the app’s user base by driving installs and usage.

Target Audience

The campaign primarily targeted early adopters and the early majority—those who regularly integrate technology into their daily routines.

Mapping a Day in Their Life

To gain deeper insights, I mapped out a typical day in the life of these personas. This exercise revealed critical touch points where the Mellat+ app could seamlessly integrate into their daily activities.

Strategy & Approach

I chose three main approaches to effectively change the target audience’s behavior and drive them to use the Mellat+ app.

Content Marketing

Main Video / City Tour Videos / Educational Content

Strategic Collaboration

Partnering with popular apps to promote the QR code payment feature.

Digital Advertising

Leveraging targeted digital advertising campaigns.

Execution

Content Marketing: Main Video

We produced a captivating video that showcased the app’s functionality in an engaging, story-driven format. The video served as the primary creative asset for digital advertising campaigns.

CONTENT MARKETING: CITY TOUR VIDEOS

To add an entertaining twist to the educational content, I developed a series of “City Tour” videos. These vlog-style videos followed our main character touring different parts of the city and introducing some fun activities to do on the weekends.

Along the way, he was using the Mellat+ app to solve everyday problems. The videos subtly highlighted how the app’s features could be seamlessly integrated into daily life, from making quick payments via QR code to using the app’s online payment features.

Content Marketing: Educational Content

We developed a comprehensive series of educational videos. Each piece highlighted the unique features of the Mellat+ app and provided step-by-step guidance on how to use them, especially emphasizing the wallet and QR code payment features.

Strategic Collaboration

Peeyade Partnership

We formed a strategic partnership with Peeyade, a popular app known for creating enjoyable walking paths in cities. This collaboration allowed us to design a custom Mellat+ path, where users could explore various stops and use the app’s QR code payment feature to make transactions.

Digital Advertising: Media Strategy

I carefully crafted a targeted digital advertising strategy to maximize app visibility and reach the desired audience.

Retargeting Strategy

To re-engage users who had shown initial interest but hadn’t downloaded the app, I implemented retargeting campaigns that delivered tailored messaging and incentives to encourage installs.