Korona Pay

How We Increased App Downloads and Registrations

The leader in the CIS money transfer market

KoronaPay

Zolotaya Korona is one of the largest payment systems in Russia and the CIS, with over 20 years of experience. It offers fast and reliable money transfers both domestically and internationally, ensuring a high level of security and partnering with leading banks.

Цели и задачи
Решение
Что мы сделали
Таргетированная реклама
Видео-продакшн
Наружная реклама
Influence-маркетинг

Goals and Objectives

Launch a nationwide campaign in Uzbekistan aimed at increasing the volume of money transfers from Uzbekistan to Russia via the KoronaPay mobile app. The primary metric for measuring the campaign’s effectiveness is the increase in the number of app downloads and user registrations.

Solution

Because of the broad and diverse target audience, a multifaceted marketing strategy was developed that combines both online and offline methods. This includes advertising on LED screens, public transportation, and metro stations in Tashkent, as well as branding bus stops. In the digital space, the focus is on targeted advertising via Facebook and Instagram and PR activities on Telegram.

What have we done?

This framework outlines the steps participants need to take to join the campaign, and how our company encouraged participant activity and engagement through giveaways and rewards.

Outdoor advertising placement

We utilized LED screens in key cities across Uzbekistan, including Tashkent, Samarkand, and Bukhara.
We carried out branding at bus stops, as well as advertising on the sides of buses and in the Tashkent metro.

2. Digital Campaign

We launched targeted advertising on social media (Facebook and Instagram).
We conducted PR activities on Telegram channels with a focus on attracting a new audience.
We engaged influencers targeting the audience in Uzbekistan.

3. Video Content Production

We created a promotional video highlighting the benefits of the KoronaPay app.
We organized a video shoot for social media and video platforms.

4. Event planning

We conducted PR campaigns at train stations and the airport targeting migrants and travelers.

5. Results

A significant increase in the number of downloads and registrations for the KoronaPay app.
An increase in the volume of money transfers from Uzbekistan to Russia.
Ensuring high brand visibility among the target audience.

Targeted advertising

Ad creatives were developed for targeted advertising on Facebook and Instagram.

As part of the media plan, it was necessary to develop various offer options. Based on the results of test campaigns, the most effective offer for each segment of the target audience is selected and scaled up.

LED screens in major cities across Uzbekistan

LED screens were used for advertising in Uzbekistan’s most populous cities, including Tashkent, Bukhara, Samarkand, Andijan, and Fergana, as part of an advertising campaign.

Advertising on train station platforms and on trains

Railway stations are high-traffic areas where large numbers of people gather, including migrants who frequently send money back home. As a result, advertising in these locations helps capture the attention of the target audience, increase brand awareness, and highlight the benefits of using this money transfer service.

Advertising in the departure hall of Islam Karimov International Airport in Tashkent

Advertising at the airport is aimed at an international audience, including migrants and travelers who need money transfer services.

Advertisements on the platform walls of Tashkent Metro stations

The advertising campaign in the Tashkent metro was specifically designed to meet the needs of migrant workers’ families living in the city. This strategic decision made it possible to directly reach an audience that frequently needs to send and receive money transfers.

Advertising on the sides of buses in Tashkent

The advertisement was displayed on buses operating in Tashkent to increase the campaign’s visibility among the city’s residents and public transportation passengers.