valU, a fintech company launched in 2018, offers its end-customers a buy-now pay-later payment solution. At first, the category was alien to Egyptian consumers, but in a country of 100 million with a lessening disposable income, the category was soon bombarded with competitors claiming to offer the best product in town. The brief was to position Valu as the best buy-now pay-later solution amongst competitors, noting that all competitors where offering a similar registration process, payment plans, and all targeted the very same target groups. The challenge was how do we win the race in a red ocean of competitors all selling the same product. The only differentiating proposition Valu had that its competitors hadn’t yet conquered, was the number of vendors that Valu partnered with to buy-now and pay-later, and exactly that was what we needed to own.

We dug deep for a consumer centric insight, that stayed true to the category benefit to consumers. Every time you need to buy something, there’s always another that you want, that often compliments it, and you find yourself in a buying journey that stops due to unavailable cash. Because more vendors mean more products, only Valu will allow your buy-buy loop to go on as you buy-now and pay-later.

Target audience (consumer demographic / individuals / organizations) – Our target audience falls in the A & B socio economic class, both genders. We’re talking to adults who have children and are trying to fulfill their needs along with their own, to young adults who are financially stressed due to the necessities they demand and trying to maintain a certain lifestyle, the devaluations in Egypt lead to the increase in the prices of everything hence valu is there to help them buy what they need and maintain lifestyle. Because once one thing is bought other purchases follow.

We used a celebrity that is relevant to everyone i a context that is different which had a great impact on the outcome of the campaign.

The campaign lasted for one consecutive month, followed by intervals across the year. Platform and rights of usage lasted for one year (Outdoors, branding and social media)

• Placement TV, Digital, outdoors, store and mall branding

• The campaign was aired on TV channels live all over Egypt and outdoors were all over Cairo and Alexandria 2 main cities in Egypt

Engagement Duration of the campaign lasted for a month with great social media number over 19million interactions (shares, comments, likes)

• Reach Campaign reached 18million unique user (16million people were exposed to the campaign)

• Achievement against business targets as a result of the campaign ValU monthly app customers jumped from 8,862 to 14,483 (63%) within the month of campaign launch

With the launch of the campaign till end of year number of transactions and financed amounts are 2.3X and 2.4X 2020 figures