As the banking world moves towards a more secure and less fraudulent way to access cash on the go, our client is in the forefront with being one of the first banks to introduce the EMV Chip and Pin Card. The “Upgrade To the Ultimate Card” marketing campaign that encourages customers to swap their cards for the new and safer EMV card.

 

Our challenge was to introduce the new card but not create doubt about the existing card. How do communicate to Zambians that they need a new card? Make it the most attainable upgrade. Combined together, the EMV card and an upgrade offer Zanaco clients a new way to enjoy their shopping even more.  

 

The concept of the campaign is based on the different targets that bank with Zanaco, from young carefree travelling types, to business men and everyday Zambian’s, the EMV Upgrade has been made accessible to all. The task to incorporate Zanaco’s reliable banking reputation was cardinal in selling the smart way to bank as an upgrade.

 

The image campaign (TV, press, billboards) tells everyday stories of the target market and how they use their card. The focal point of our artworks is the new card wrapped around the globe to show the fact that the international stamp of security continuously associated with Zanaco. We show the customer that they can continue to use their card as usual and explore its new security features wherever they are in the world.  For TV, the focus is on the person with a take on the before and after touching on that well-loved Zambian humour. We see our subject before and after he gets the upgrade to the EMV Chip and Pin card. To add on to this, we have an explainer video that is currently played in every branch of Zanaco that shows the benefits of the card and why the upgrade is important. The video is for both customers and employees to acquaint themselves with the card.

 

https://youtu.be/VRpGrN16X-0