Developed by Happy Prime, respected risk and data experts, Nomey is on a mission to revolutionise personal finance and help Kiwis make educated financial choices by taking away the confusion, breaking down the barriers of choice, and enabling consumers to understand, use and control their own financial data.
While the long-term vision is an open banking hub, Nomey’s first step was to design and develop the comparison tool, enabling consumers to compare mortgages, personal loans and credit cards. Nomey’s bespoke algorithm uses consumer supplied data, augmented with the financial service provider’s risk appetite, giving consumers a likely ‘chance of approval’ for the product they are searching for. This functionality brings efficiency to the market for consumers and providers alike.
Having undertaken consumer insight research, brand design and website development, Happy Prime were ready to bring Nomey to the market.
To do so, they required a strong B2B and B2C launch strategy and plan that would build credibility and convince financial providers to come on board, and build awareness and trust with consumers.
We worked together with a multi-agency team, including social media, creative design and animation, digital advertising and PR agencies, to oversee the development and implementation of Nomey’s launch strategy and plan.
Developing a strong foundation
Our strategy work included B2B and B2C target audience segmentation and acquisition journey mapping, brand positioning and key messaging.
We created a comprehensive brand voice guide and persona and found the perfect voice talent to bring Nomey to life. Nomey is a relatable, analytical, clever Kiwi, the type of person consumers would trust to help them sort their personal finances – meet Nomey below!
Video creative design and animation: Toybox; Brand voice & persona: Objective
B2C launch activity
Nomey’s fully digital campaign focused on driving high-volume awareness and leads to the website. We took a phased approach, with content and communications going out across multiple channels at different times, to build awareness and familiarity through presence.
- Facebook and Instagram page posts and paid ad campaigns
- Google Search Ads using targeted keywords to drive pre-qualified traffic for higher conversion rates
- Animated commercials on live TV, TVNZ On Demand and ThreeNow
- Banner ads including high impact display and native media ads served programmatically on NZ Herald and Stuff news pages and mobile apps. These were served to “addressable audiences” built using behavioural data and look-a-likes most relevant to Nomey and therefore most likely to convert, such as consumers looking to buy a home, get married or purchase a car.
Creative design and animation: Toybox; Ad copy: Objective; Ad placement: MediaComm
Our strategy was to be nimble and iterate fast, using data modelling and analytics to learn and optimise our efforts. Production costs were kept in check and creative assets were produced in a way that new versions could be quickly and efficiently rolled out to respond to market feedback, enabling us to segment further once we had our own data.
In order to reach initial traffic objectives, we worked together with our social and media partner agencies to establish how many consumers we needed to reach to have the forecast outcomes. We were then able to model funnel conversion rates to ascertain the reach required to deliver traffic outcomes for various channels. Conversion metrics were established from best available national and international data sources, and a model developed to establish the best media outreach mix and weightings. This method was unprecedented and, having seen it applied, is one we will continue to advocate.
B2B provider buy-in
Central to the success of Nomey was the buy-in of credit providers to list their products on the platform. We created tailored collateral for presentations and proposals, direct emails, a video and targeted LinkedIn content. To date we have supported Nomey to onboard 11 providers and generate warm leads, and have a number of interested providers in the pipeline.
B2B presentation and LinkedIn articles: Objective; Social media management: Mosh
Nomey successfully launched in June 2021. With the marketing campaign now underway, Nomey is equipped with a strong brand persona, digital presence, advertising assets and marketing plan to grow their business and help Kiwi’s unjumble their money to be better off.
It was abundantly clear that Objective were the right marketing partner for Nomey when they essentially interviewed us rather than us interviewing them. They have been as committed as us to bring Nomey to life from the first time we articulated our vision to them, which enabled us to truly trust them to create and deliver our marketing strategy. Our trust in Objective is unequivocal. James Pennicott, Nomey CEO and Co-Founder