Citas bibligráficas
Agurto, R., Coronado, D., Miranda, J., Nina, F., Vicente, C. (2022). Planeamiento estratégico y propuesta de campaña “Dueños del cambio” para la casa de cambio digital REXTIE [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/21621
Agurto, R., Coronado, D., Miranda, J., Nina, F., Vicente, C. Planeamiento estratégico y propuesta de campaña “Dueños del cambio” para la casa de cambio digital REXTIE []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/21621
@misc{renati/532343,
title = "Planeamiento estratégico y propuesta de campaña “Dueños del cambio” para la casa de cambio digital REXTIE",
author = "Vicente Aliaga, Caroline Jackelyn",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
Rextie is a peruvian fintech, whose main activity is currency change and has more than 5 years of experience in the country. This sector had an increase in the offer and, as a consequence, new competitors have gained positioning in the last 2 years. Rextie needs to change its communication to not lose the leadership in the sector. Therefore, an advertising campaign is required to help the brand on its position and to generate transactions on its website. A qualitative and quantitative research was carried out on people residing in Lima who do currency exchange frequently, in order to know the main attributes that position the brands of this sector on the top of mind. With the obtained results, we found the concept of the change and with it we developed the advertising campaign “Owners of change” to associate Rextie as the money exchange house that can adapt to your necessities because it is not afraid of changing. Through a videoboard, graphic adaptations and a radio spot, we seek to attribute a positive value to change because to dare to new experiences or services generate uncertainty in people. As a consequence, it is expected that customers will know the brand through digital platforms (social media networks and search engines) and will do their transactions with Rextie.
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