VISA KYMCO GENIUS. A case of redirection.

  • Sandra Parisi
In February 2017, KYMCO launched a card to finance the maintenance and repairs of its scooters at 0% APR, and we immediately identified a problem with engagement and activation. We detected that customers were put off by the word “card”. After different A/B tests with several messages and creativities, we redirected the focus of the campaign, increasing the demand for the service and “card” activation.