The Open Card case: Comprehensive promotion of the fintech installment service Open in Uzbekistan

Client: Open Card is a modern installment payment service in Uzbekistan

Agency: Muna Media

Period: 2024

Market: Uzbekistan, fintech sector

Open Card

Open Card is an innovative interest-free installment fintech platform operating in the Uzbek market. The service provides consumers with the opportunity to purchase goods with a split payment of up to 12 months without an initial payment and overpayments.

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Business Challenge

Open Card, an innovative fintech startup from Uzbekistan, is facing the classic challenges of entering the highly competitive installment market. The company needed not only to attract users, but to create a stable positioning in the BNPL segment (Buy Now, Pay Later) in the developing market of Uzbekistan.

Key business objectives

Launching a product into a competitive installment niche from scratch;
Scaling the user base while controlling the CAC (Customer Acquisition Cost);
Building trust in a new financial product;
Demonstration of the advantages of the interest-free installment service for up to 12 months.

Muna Media's Strategic Approach

Launching and maintaining contextual advertising

We have set up and launched campaigns in Google Ads with an emphasis on transactional queries ("muddatli to'lov", "rassrochka", "installment plan", "installment plan phone"). We constantly optimized the bids and creatives of ads, tested formats and extensions.
This approach made it possible to increase CTR and reduce the cost of installing the application, as well as bring Open to the top of the search results by key categories.

Запуск и ведение контекстной рекламы для финтех компании BNPL Open Card в Узбекистане

Full-cycle video production

We provided a full-cycle video production service, from concept development and script writing to shooting, editing, and final post-production.
We created creative solutions for the client's tasks, selected locations, actors and graphic elements.

Рекламный Reels для Open Cards

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Рекламный Reels для Open Cards

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Increase brand awareness

One of the key tasks was to create the image of the Open Card as a convenient installment service without prepayment. Through a series of creative campaigns and regular work with advertising tools, we have strengthened the brand's association with accessibility, simplicity and benefits.