The confinement and sanitary restrictions due to the Covid-19 pandemic generated an increase in online purchases and, in turn, a rebound in the economy by all those who decided to purchase new financial products; Now, in the post-Covid era, the “Payments of the future” will not only be digital, but also involve more agile and inclusive procedures. That is the vision of Kueski, the Mexican startup that has launched its first advertising campaign in 2022 focused precisely on opportunities.
And it is that when we talk about opportunities, Kueski It is a solution for the youngest who are just entering the labor field and who have never had a credit card; for those who doubt the security of eCommerce, for those who have been denied a plastic because they cannot verify their fixed income and for those who do not have the possibility of making a first deposit when trying to open an account.
“(They use us) from people who have a credit card and see us as an extension to that credit because with us it is broader (…) and another part that they had never bought online, that they did not have access to a credit and that through us they have been able to do it ”, Account Ana Regina Moreno Prieto, Senior Director Marketing & Growth at Kueski.
Under this concept, months of work led to “Payments of the future”, the campaign with which, with the help of Ogilvy, the company begins the year with a 360º media intention and a strong lesson for the financial sector.
The market study carried out by the brand yielded an encouraging result for both the consumer and the start-up, since in Mexico the credit barriers are still very high, so the Kueski differentiator is based on the feasibility of the process, since the Loan application is made from the same website and it takes only a few seconds to confirm it.
“You don’t have to pay any annuity here. You do not have to be affiliated with any bank or institution, you can simply use us and buy ”.
“For the entire microcredit part, we have an algorithm that learns your ability to pay and, since 202, we are precisely learning. What it does is that it analyzes more than 2,500 variables and there it defines your ability to pay or non-payment, we not only consider the credit bureau as a bank, with that we also define your payment margin and we create credit history, even those that they never had the option, ”explains Moreno Prieto.
According to the directive, the beta version of physical purchases with Kueski already operates in the country, so that soon, in addition to waiting for the mobile application of the start up, this payment method will be able to be implemented in various establishments.
At the moment there are 40 associated brands and about 1,500 points of sale throughout the Republic in which the system is being tested, in order to improve the service and fight the main financial networks in the country.
“The strong part is still online, of course, but the stores are becoming stronger and stronger and they are also paying us larger tickets in physical stores. Not just online vs. offline, for example, the stores that we already have in physical purchases tell us: ‘my average ticket is 2,000 pesos and with you it is 4,000 pesos’, that is, the purchase from us is considerably larger“, Assures Ana Regina.
Payments of the future, the vertex of 2022
For the Senior Director Marketing & Growth of Kueski, this year is the beginning of many other innovations that are on the doorstep, launches and products designed for the new consumer.
Removing the lines from buyers, generating flashy promotions and, above all, “breaking the ropes” that keep users tied to financial requirements that are sometimes impossible to meet, will continue to be the key objectives of the brand.
“Sometimes we offer bigger promotions than any other financial network, for example on the Good End it was crazy. We got a 35 percent discount, plus a 20 percent coupon discount… no other platform released something like this and it was very exciting to see all the impact we had ”.
This impact, in addition to being economic, was social, since Kueski also focused on supporting Small and Medium Enterprises (SMEs), which found on the platform a means of survival during the health crisis.
“Many told us: ‘They don’t have an idea of how you helped us, I was about to close and by having affiliated with you, I have grown my sales by 40 percent.’ That gives us more energy to know that this is working ”, assures the woman.
Future Payments was thought of in a focus group where all those involved, from the CEO of the company to the vision of the clients, contributed a “brainstorming” to strengthen the message and reflect the trust and cybersecurity that Kueski offers.
For this reason, the creative process of this advertising campaign, in addition to being strategic, was fun and collaborative, and both things are transmitted in television, radio and social media commercials that users will be able to find from today on all national communication networks.
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