Digital Marketing &Communication

User Segments

Who are our clients?

Young people between 18 and 35 years old.They are urban, interested in Lifestyle, latest trends, living new experiences, travelingThey see money as a way to enjoy their freedom and financial independenceThey want to make their dreams and personal projects come true: studies, professionalization, create their own business, become independent, have their own car…

What do they expect from us?

Not to be a traditional and conventional bank but to have values to which they can rely.To be close, instantly accessible, direct, sincere and fully transparent.Relevant, useful, original and interesting content that makes them want to share it.To accompany them in their daily life with control on their finances and to provide them with financial solutions to satisfy their needs and experiences.

How are they, digitally speaking?

They are always connectedThey are content-generators: they share their life in the moment, with pictures and stories, they think and recommend things online, what they like and what they don’t.They buy online, order food at home, see series and movies in streaming, do the accounts and transfer money with their phones…They like the immediacy of technology and they like digital brands, technology and startups, but don’t like financial brands.

Context: Our Challenge

What are we?

We are community opened to everyone, a movement that breaks the established norms and that shares the same view on how to understand and live life.

We are a cultural space established in the imaginCafé in the center of Barcelona for young people, creators, emerging artists, influencers and trends-seekers.

We are a digital platform that prescribes trends and generates content about innovation, culture, knowledge and lifestyle.

We are a financial platform that makes our users’ life easier through innovation offering solutions and proposals that fit their vital and economical needs.

To accompany users in their day to day in the control of their finances, offering them easy financial solutions that allow them to satisfy their lifestyle, worries and experiences with full freedom and financial independence.

What is our mission?

Innovation, simplicity, transparency. They need to be reflected in the strategy of our campaigns, the style of our content and the tone of our communication.

What are our values?

Context: Communication

What do we communicate?

Experiences and innovation

At imagin we are a conventional financial app that focuses its speech on selling financial products such as traditional banks. For users it is the heart of the service, positioning and communication, which is why our communication objective is to sell unique, memorable and fun experiences thanks to imagin and its app.

imagin’s app functionalities are the benefit and the mean our clients use to reach these vital experiences. For this reason, the functionalities of our app are defined by innovation, simplicity and comfort such as our new sections imaginPlanet, imaginMusic & imaginGames.

Why would a financial app only speak about money?

imagin is more than a mobile bank that only shares perks and benefits of its products and services. Thanks to its link with the universe of imaginCafé and its activities, imagin’s speech goes further than just promotion, focusing on culture and knowledge, the main pillars of our users’ lifestyle.

Also, as a social tool to attract new users, imagin created imaginSplit, the section where users can share their spendings in groups and divide spendings in one common event. Thus the use of MGM (Member get Member), offering benefits to the invited person and to the user sending the invite.

Our tone

It needs to be clear, direct, without detours. It uses headlines and short and concise texts.

A creative, ingenious tone, and even unfocused and caring to arouse interest.

A close, friendly and young tone. Speaks its own language and follows the latest trends.

Use of emoticones - not too much -.

A positive and aspirational tone. Sharing our vision of how to do, live and feel life.

For the implementation of this strategy, we have created a proposal involving all the imagin initiatives and the imaginer community around sustainability: imaginPlanet.

imaginPlanet is much more than a set of activities and initiatives. With imaginPlanet, we define how we want to be as a company, with whom we want to work side-by-side, and what impact we want to generate in society.

imaginPlanet

imagin's sustainability plan is defined keeping in mind these 4 factors

Commitment Coherence Transparency Innovation

The imagin sustainability plan will mainly focus on 3 of the 17 Sustainable Development Goals (SDGs) approved by the UN in the 2030 Agenda.

Sustainable communities

Responsible production and consumption

Climate action

imaginMusic

imaginMusic covers the territory of music in all its forms of consumption.

imaginMusic is the new proposal to connect young people and music where the generation of digital content becomes the central axis.

Digital contentimaginCafé as one more generator of digital content hosting physical experiences of imaginMusic: Meet ups, Meet & Drinks, breakfast with artists...

An exclusive space related to music will be allocated:imaginMusic Garden.

(Video)Podcasts, Live streaming, Video content...

Musical experiencesConcerts, Showcases, Meet & drinks, Meet ups at imaginCafé ...

imaginGames

imaginGames is a vertical focused 100% on users who dedicate their free time to gaming.

We work to offer different types of products and content to attract the gamer public and to meet their needs.

Incentive appdownloads

Redirection to the download of the Lords Mobile game to incentivize the purchase, with two different actions: the first is the distribution of codes of 100€ to the first 1000 users who buy with the imagin card and the second is a gift of 300€ for use in a tool pack to pass the game.

Case study

imaginSplit

The best "social economy" tool among users.

With imaginSplit, users can create expense groups and share their expenses for a common event.

ImaginSplit will solve the most efficient transfers between friends so everyone has exactly the same expenses.

imagin&friends

It is an operative which main objective is to invite people to register to imagin.

When a user gets to invite a friends to register, they both win a reward.

Dashboard

We give the user the freedom to decide to what extent they want to link with Imagin.

The dashboard will feature content that is of interest to the user. Depending on the type of user in question, a different dashboard will appear:

If the user has registered with an email address and has no linked account or card, they will be an imaginer.

If the user does not have an imaginbank account but wants to sign up for a prepaid card, they will be a Reload imaginer.

If the user is already part of ImaginBank and holds an account with the bank, they will be an Infinity imaginer.

Imaginer

Users that do not have a linked card, that do not have restrictions and that can pay without the imagin card. It’s a

wide database.

imaginCafé contentDiscountsimaginSplitCard with pointsGet a prepayment

Imaginer Reload

An attractive partners offer is offered, which empowers

the upgrade and strengthens users linkage.

imaginCafé contentMore discountsimaginSplitCartera con card with points, prepayment and financials

Imaginer Infinity

The infinity imaginer will have access to the totality

of our partners offer.

All the former contentsSpecial discountsAll the current financial products + new launches

Objective

Perks

Segmentos de usuarios

Ways to communicate

Our clients are in much more channels, which is why we worked on a multi-canal communication strategy to reach them all.

A communication plan was made with more than 12 influencers.

Brand prescribers and ambassadors talk to their fans about the perks of imagin.Use of an informal and unfocused language.Maximal diffusion of imagin out of our channels.

Social Media - Influencers

Objectives:

Full redesign of the app and creation of new sections.

In-App

Redesign of all the communication pieces to adapt them to the new tone and style.

Creation of automated and custom customer journeys according to the needs of each client.

Full redesign of the app to adapt it to the new tone and communication style.

Creation of automated and custom customer journeys according to the needs of each client.

Communication strategy within our own channels.

Proper channels

Communications - Influencers

In terms of communication, we create long-term relationships with experts in the sector, committed to imagin and that act as prescribers of the brand, reaching users through the mouth of their referees.

People that help us positioning as an innovation reference.

People that are trustworthy and with visibility within our potential target.

Recommend our products and services in real situations.

Communications - Influencers

100% custom communication for each user, to be there when they need.

Tone according to the Customer Journey

Our communication tone adapts to the actions, contents and channels defined according to where the user is in the conversion cycle. We offer the best content and tone possible in the most adequate moment to convince the user:

Innovation in contents

We always look for new ad spaces to integrate in the client’s user experience. The ad is always in context and 100% custom. The less is looks like an ad, the better.

Images use

We use images to which our target can identify, in a context, with youth’s protagonism and a casual aesthetic. We also add some animations to provide a more casual and animated touch.

Awareness & brandingConsiderationActionRetention

Communications - In-App

We create interactive sections to empower engagement and access recurrence in imagin’s app.

The sections are updated every week for our users to always have access to new content.

Digital content

We will use formats that will involve the audience, putting the user at the center, analyzing its behavior and improving conversations.

The sections are updated weekly for our clients to always find new content. The contents are displayed in different formats to empower the user’s easy reading.

Provided by partners or created by ourselves from campaigns or challenges. Ex. New challenges, goals communications and volunteering actions.

News

Tips, hacks, DIY… focused on the day to day of our potential target. Ex. How to make the most of your fridge and 6 ways to save energy.

Tips

Interviews to an agent or someone relevant. Ex. Interview with Blas Cantó.

Interviews

Descriptions of curiosities without getting into details. Ex. 10 sustainable companies.

Facts

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