CONTEXT & BRAND IDEA
The Juice app launched in 2013 by MCB is the leading banking app in Mauritius with nearly 400,000 regular users, living the pay-off line “Tro Fasil” (too easy). However, in 2021 it had reached the end of its upgrade capacity and needed the public to download a new version, Juice 4.0. Our key visual was symbolic of the engagement we desired from users, with the headline “Gard lavi Fasil” (Keep life simple) stacked in the shape of a download icon. Taking lead from the new illustrative style and simplified UI, we launched an integrated campaign featuring animated characters navigating our new banking world with ease. We showed users how to download and install the new App in our informative launch film, supported by a shorter series of films showcasing the new benefits while demonstrating how to navigate the new UX.