Payment app RecargaPay is launching a new advertising campaign as part of its recently launched brand repositioning. With the tagline “Rethink the Obvious”, the project aims to strengthen the company’s position as the main challenger (a company or brand that competes directly with industry leaders) in the market, and invites customers to rethink their financial choices in a campaign consisting of a series of out-of-home (OOH) installations and digital initiatives.
“We have the best benefits, the best experience, an incredible credit card and the best rates on the market. We found in this campaign a humorous way to present this to our customers, who are women and men of all ages who want to achieve important things and need a financial partner who understands their moment in life”, says Diego Belbussi, CMO of RecargaPay.
To disseminate the news and increase the number of people impacted, RecargaPay is betting for the first time on OOH installations at different bus stops and clocks in the city of São Paulo, in addition to online activations such as posts on social media, influencers and videos. As a starting point, the pieces highlight products and services on the market that are common sources of complaints among consumers, such as the lack of cashback, high fees for Pix payments on cards, low yield on the wallet, among others, and present, with a humorous narrative, the benefits of RecargaPay in convenience, fees and savings, and position the app as the option to obtain the best advantages.
Diego Belbussi explains the company’s bold approach to the project: “The entire strategy was designed to consolidate us as the main challenger in the payments market. Although the sector has major players, they do not offer the best benefits and services to consumers – and customers need to know this. We want to challenge the status quo and show that, at RecargaPay, everyone has access to the best options and benefits. We are the smartest choice when it comes to making payments, and now this will be evident.”
The campaign will be on air throughout August and will have developments throughout the year. “We are preparing many new features to tell these stories and rethink the obvious with our customers,” concludes Belbussi.
