(Re)launching
The Bettr Brand
Without funding, you can’t get to market.
Without getting to market, you can’t raise funding.
So, How do you launch yourself out of such a catch-22
– in the middle of an unprecedented pandemic?
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BETTR.APP
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2020/21
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– Co-producer
– Talent Management
– PR, Communications, Social Media Manager
– Content and Copy Lead
ASK
“Show how you’re different and show that you’re needed.” This was the ask coming from investors, potential partners and media.
CONTEXT
With an uncertain, capital-intensive regulatory and product development road ahead for largely angel and founder-funded Bettr App, meeting the brief would require a left-field approach.
To launch the brand without a product was a risky idea, but Bettr was in the business of taking risks no other competitor dared to take in order to build the youth-focused challenger bank no one else was building.
STRATEGY & Process
Pass the mic to the people who can truly validate your business: your customer.
For Bettr, that meant coming out on the side of the young South African to put them front-and-centre of the brand, and rally community around the mission to champion financial inclusion.
We made a music video.
We commissioned an original song from two of the country’s most exciting voices: Costa Titch and Dee Koala. We gathered 26 emerging creators across a range of cultural verticals. We filmed a music video and we launched it on YouTube and Instagram with every creator involved.
No paid media.
THE WORK
#WEDESERVE BETTR
Official Music Video
Written & Performed by Costa Titch & Dee Koala
Creative Direction by Rasheed Ferguson
Production by Responsive Studio
Full credits here
behind-the-scenes
Official BTS by @by.areh
Photography by Rasheed Ferguson
Full credits here