Nova Card

There are so many credit cards on the Mexican market – it's remarkable. The key questions for our team were

• How do we differentiate?
• How do we hit the right spot?

So we naturally started with market research. Surprisingly we've uncovered that while most people still cared about security, they actually cared about not getting the short end of the stick. Key indirect marketing budget spent on blogosphere and social media reviews would pay off if there was something worthwhile to talk about.

We began by gathering insight from hundreds of users and settling on 30 to dive deeper. We found that people loved "free" money and hated the thought of not being able to pay back the debt. Backed by research that showed that people felt absolutely fantastic after they pay their debt NovaCard Mexico ended up challenging what a credit card is. Instead of focusing on interest rates we've disrupted the message: you pay a subscription as long as you're using the card. Vive simple – live simply. Pay as you go places.

Tone of voice became a huge part of the solution. Making sure everything from the ads to the delivery person bringing you the card on a scooter spoke of Nova Card as if it's a service, not a card you'll have to pay for, we provided a premium service for a cost of launching a generic branded credit card.