THE NEED

New positioning of the brand in the market of those brands that offer payment systems, whose evolution is constant and characterized by the advent of new players. To this aim, a new brand identity was launched via an innovative campaign capable to transfer the idea of a brand that is future-oriented and close to its clients, and a comprehension of emerging needs in order to get new segments of clients and improve the economical value of those already owned.

THE NEXTPLORA SOLUTION

Through an Insight 3 approach, we investigated one population segment with respect to its relationship with money and the payment systems. Based on this investigation, a proper customers segmentation was conducted. A BMI approach tested the efficacy of the digital and press campaign. PeopleHub and SmartUp served to make information collected on both the customer base and our Idee&Opinioni panel actionable for the CVM processes.

THE RESULTS

  • The level of awareness reached by Nexi was beyond the original target. Key for this achievement was the understanding of the role played by each media in determing optimal outcomes.
  • We offered a new interpretative framework to understand customers’ dynamics. This led to the development of a competitive approach that was not present in the market yet.