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NU is an entity tech of financial services, which resorted to the mattress to demonstrate the risky savings habits of Mexicans.
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Resorting to BTL activations allows brands to innovate in the creative segment.
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The opportunity to communicate with BTL helps brands connect with the consumer based on insights that trigger this value.
A giant mattress appeared in CDMX and Merca2.0 talked with Paulina JuaristiDirector Marketing & Growth in Nu México, to know the details of this interesting activation.
Merca2.0 – What did your research consist of, to reach the insight of a mattress as part of the activation of this campaign?
Paulina Juaristi – En Not We are constantly listening to our customers in order to offer them the best products. For a long time they have been asking us for an Account in which they could save; We receive approximately two daily requests on social networks. In particular, some of the comments alluded to having “your money under the mattress.” This comment not only inspired this action of the giant mattress but also the entire narrative line of our campaign for Cuenta Nu, with which we invite people in Mexico to wake up their money, since having it in accounts that do not generate returns is having money asleep . Our research was based on data from the ENIF 2021, in addition to a survey carried out by Nu among more than 1,500 people in Mexico between the ages of 18 and 45 about their savings habits.
The ENIF reveals that 54 percent of Mexicans continue to save informally or “under the mattress” and that only five out of ten people have a formal savings account. This means that they keep the physical money by putting it in batches, with relatives and acquaintances and at home, keeping the money “under the mattress”, among other things.
Of this informal savings:
69 percent save at home
33 percent in batches
17 percent with relatives or acquaintances
22 percent in savings accounts
14 percent buying animals and goods
Nine percent lending money
The survey carried out by Nu revealed that even those who save, many still do so passively, since 31 percent of those surveyed only save by leaving the money in their account, without generating returns. This in the current scenario, represents a loss of opportunity and value of your money against inflation.
These data were the perfect complement to the inspiration that our clients’ messages gave us and led us to look for a way to connect with Mexicans and find a creative, visual and representative way of the current problem of informal savings in the country, but above all, to show that our Cuenta Nu, comes to contribute to the solution of this problem.
Merca2.0 – How was the pitch with which the brief of the campaign and which agency is responsible or was it in house?
PJ – One of our core values is that we are hungry and challenge the status quo and because of that, we have a creative team In House who not only understands our brand and our values, but who seeks to improve himself every day in our campaigns, ideas and executions.
The idea of the giant mattress was born internally in our team as a way of giving visibility to a problem of financial inclusion in the country and, with the support of Trendsetter y Weber Shandwick we develop the final strategy, execution and amplification.
Merca2.0 – What financial tools are still stigmatized or unknown by the Mexican, to enhance their capital?
PJ – Traditionally the financial services sector has been seen as a distant and complicated sector. There is even a great deal of mistrust in the traditional financial system, partly because they offer confusing products, surprise commissions and poor customer service.
At Nu we have a vision that financial services must be transparent, clear, but above all human. It may seem contradictory that a technology company bets so much on having a human financial product, but at Nu we seek intelligent efficiency, and this allows us to take advantage of the efficiencies of technology and transfer them to the client, offering a product that is easy to understand, without hidden commissions. , without annuity expenses and with an efficient, warm and close customer service. Also, we approach simplicity and transparency from our own product, which is intuitive, with a design designed for the usability of our clients and saying in simple language what has normally been said in a complicated way. Our mission is to fight against complexity to return control of their money to people in Mexico, promote inclusion and financial education, as well as good practices in personal finance, such as formal active savings and financial planning in order to demystify products that were previously seen as complex, such as savings accounts that generate returns, and credit cards.
Cuenta Nu offers clients one of the most competitive rates of return in the market, without the need for minimum balances or maintenance costs. The money will be available 24/7. Additionally, we recently announced the arrival of Cajitas to Cuenta Nu, a space within the Nu app where customers will continue to have performance and access to their money 24/7, but with an additional layer of security since the balance will not be visible in your savings account will not be available for withdrawals or purchases through the debit card. Cajitas will also help Cuenta Nu users to have better financial planning, as it will allow them to set aside money for specific financial goals.
The survey carried out by Nu identified that one of the main barriers to saving is the lack of financial organization, since 40 percent of the people surveyed responded that among the reasons why they do not save are unbudgeted expenses and they are not reach the money at the end of the month (39 percent), while 14 percent indicated they did not know how to organize the money and 12 percent indicated that, as a result, they have no control over it. In many cases, saving is prevented by a conjunction of these main reasons. Also, according to this same survey, formal savings continue to be passive since 31 percent only do so by leaving the money in their account, without generating returns. Cuenta Nu y Cajitas is our response to encourage active formal savings and for people in Mexico to see that the best thing for their finances is to get their money out from under the mattress and wake it up with Cuenta Nu.
With this campaign, we invite Mexicans to do just that, to wake up their money, because having it under the mattress has no benefits, in fact it presents great risks that money loses its value day by day or that external factors literally spoil it. that money.
