Case Summary
Main Role - Strategy
Product Category - Credit Cards
Project Timeline - Two Weeks
Task: Increase awareness of the Apple Card among Apple iPhone users.
Audience: Young adults in major US cities who are Apple loyalists. They are getting their first credit card and are overwhelmed by the options.
Insight: Too many credit card choices results in confusion which causes our audience to feel like they don’t belong in the world of finance.
Strategy: Show Apple users that by already being in the Apple ecosystem that this is where they belong, even in finance.
Case Details
Background
The Apple Card was launched in 2019. The Apple Card rethinks everything about a credit card: it has no fees, is fully transparent, and boasts impressive benefits. The Apple Card is backed by Goldman Sachs and Mastercard.
The Ask
Despite being revolutionary in the world of Credit Cards, people don't think of Apple when they think of credit card options. Our task is to increase cardholders and awareness for the Apple Card.
Research
We took a deep dive into the world of credit cars and there was a lot of info. Such an abundance of credit card options leads to choice paralysis. Choice paralysis occurs when a consumer if given too many choices, they not only struggle to pick, but they are less satisfied with their choice.
Through six in-depth interviews, we saw that the ideal time to reach consumers was ages 18-25, this is when they are picking out their first credit cards. In addition, we found that people love Apple because it all fits together, but really didn't really know about the Apple Card.
Our Audience
Through six in-depth interviews, we found that our participants applied for their first credit card in college. In addition, based on Apple Cards being more widely accepted in urban areas, our advertising focuses in metropolitan cities.
We also wanted to focus on loyal Apple users who love Apple because of its integrated ecosystem, intuitive usability, and welcoming messaging. Apple is for everyone, which we wanted to communicate with the Apple Card.
Challenge
Despite being revolutionary in the world of Credit Cards, people don't think of Apple when they think of credit card options.
Key Insight
Too many credit card choices results in confusion which causes our audience to feel like they don’t belong in the world of finance.
