JUSAN ECOSYSTEM

Brand strategy

Jusan is a cool Kazakhstani fintech company. It’s a bank, a marketplace, an investment hub and even a mobile carrier.

In a year and a half together, we made Jusan one of the lovemarks of Kazakhstan’s fintech.

The results shook the market and made Jusan the first choice for people switching banks. Brand awareness jumped from 9th to 3rd place, and the Jusan app climbed from 15th to 4th in its category.

We Started with Strategy

“We have lots of products
and communications, but it’s all different and we don’t know what to do with it”

We went off to think, ran every kind of research we could, in-depth interviews, a brand session, even read coffee grounds, and suddenly found an insight we didn’t expect.
‍
With Kazakhstan developing fast, many Kazakhstanis felt a need to be proud of their country and their people.

“Everyone else can, so why can’t we?”

And Jusan cares about the growth of its people and the country. As we said, it runs many social projects. It plays the long game.

JUSAN IS A TOOL
FOR PEOPLE’S GROWTH, MORE THAN A BANK

You can buy sneakers to take a stylish pic for Insta.

Or you can buy them to finally start running and inspire others too.

We developed a brand positioning that covers every single Jusan product.

Now Jusan is an entry point to self-realization, and everything from the marketplace to loans and investments works to give Kazakhstanis support and more reasons to be proud.

we had two options:

make a loud statement with an image campaign, then break it down into product campaigns,

or bring in the strategy step by step through product campaigns, then lock it in with a big image campaign.

we chose the second and went on to make product ads with the new positioning.

The first campaign was on a rather delicate topic: loans. Even there we found a real motivation, bigger than plain consumer interest.

Then Jusan updated its app, and we got a new task:

explain to people why they need one more finance app on their phone

Of course, we found the answer

In the next campaign we had to announce Jusan’s one-million-tenge giveaway.

Building on the positioning and the brand’s global strategy, we decided to turn an ordinary promo into a project with a social mission that encourages people to do good deeds.

and this is Jusan Invest

Many people in Kazakhstan thought that to invest, you had to be the Wolf of Wall Street. Big starting capital, an expensive suit and a bunch of other serious stuff.

But with Jusan Invest it’s simpler, because it’s a tool anyone can invest with. That’s what we built our strategy on. We told people that every Kazakhstani is a potential investor, even if at first glance they’re not an investor at all.

Next up: installments in the Jusan Store

And very warm, cinematic stories about things worth giving right now: love, care and joy for the people close to you.

Campaign for the Jusan Salary payroll program

It was the first time on the market that a bank took a product like this into mass communication. So it was a great chance to claim the category and talk about the cool features of the Jusan salary card. We decided to show them through how cool the people this card is made for are. When you give yourself fully to your work, stay late, help out colleagues and just put your soul into it, you want it to be appreciated. And Jusan’s salary program is about exactly that.

JUSAN FAMILY

It’s a family card with cool perks that makes it easy for parents to teach kids financial literacy, and for kids to set goals and reach them. We imagined how parents feel when they’re already building their child’s future success. And how a kid feels after earning their dream bike on their own for the first time. Then we filmed very real, lively stories about it. We also designed the cards so every kid could find one that lets them express themselves best.

ALL PROJECTS