PRODUCT REPOSITIONING CAMPAIGN

Cash Up 80 Campaign - brief overview

I worked with a content writer on repositioning a pre-existing product but with a multi-sensory approach. This approach was based off our Red Thread of “Experience the CIVIC Difference” (experience being the key word).

I worked on the conception of the idea, messaging, created the 3 phase rollout strategy, and created all the visual graphics, animations and print materials.

Phase 1

Phase 1 of the rollout plan was about creating visual discerption in the market and associating the product with the physical can. Below are examples of social static graphics and animations I created.

Phase 2

Phase 2 was all about making the product feel tangible. We wanted to position the product as if it was something that could be physically touched and experienced. Below are some static graphics that I created for social media and marketing purposes.

Phase 3

In Phase 3 we brought the product to life by creating Cashup 80 water cans and brought them to our tradeshow. This was a way to get people to physically touch and carry around a non-tangible loan product. This was also launched during the hot Miami IMN conference to help enhance the messaging of “Refreshing”.