Overview
“The New Financial Service For Everyone”. Oink provides kids and teens with a safe environment to learn how to spend wisely, save for the future, and donate to charities. Utilising the power of bespoke web, mobile and card payment platforms, Oink empowers users to shop safely online and in store, yet still within flexible parental controls.
Challenge
To take Oink on a journey of Brand Evolution. A review process established that Oink was a highly visual brand, appealing to its teen audience through a medium of design, photography and video, drawing on their use of social channels such as Snapchat, Vine, YouTube, Facebook etc. Critically, to attract and engage new customers, Oink would have to communicate with teens in a way that was synonymous with their lifestyle, (Cool, tech savvy, liberating, empowered, fun etc.) to ensure that the key functions and benefits of the service could be understood.
Approach
Brand engagement was the key priority to the approach, utilising a combination of dynamic photo and video brand stories to create a brand that teens (and parents) would see as reflective of their own lifestyle. By looking at how the brand looked, felt and behaved across all touch points it was necessary to create a seamless experience, notably on mobile, (through the Oink app), online (Oink website), and physically, (Oink card and branded retail marketing initiatives/affiliates).
Outcome
The brand evolution project has been instrumental in attracting new customers and partner brands. Oink now boasts 1M> registered users across the US with a growing base with Europe as further retailers join the network. Global payments solution Discover Network have also come on board to provide physical card payment services as well as additional in-store retailer benfits. Oink CEO and Founder, Dr Jo Webber said: "Discover and Oink share common goals centered around financial transparency and youth financial literacy. This shared vision, coupled with the wide acceptance of the Discover network, makes this arrangement perfect for Discover and Oink."
