A Financial Duet
The project:
Dúett makes it easy for two people (usually couples) to keep overview of their shared finances. It’s part of Indó’s mission to offer everyday people a banking experience that’s transparent, fair, fun, and completely free from unnecessary nonsense.
Project outcomes:
Campaign for Indó’s new product, Dúett
Social media content, collaborations, events, advertisements
Our role:
Analysis
Indó is a fairly new company on the market that has made a big impact and attracted a loyal customer base. From the get-go, they’ve challenged stereotypes and talked to people eye-to-eye. They have fun and connect with their audience through humor.
Indó’s customers form a very diverse group that reflects the nation in terms of age, income, education, and gender. With this campaign, we wanted to strengthen connections with all of these people. The product, however, is tailored to the everyday lives of young people combining finances, starting families, and settling down, as well as more established couples who want to merge their finances further.
The goal of the campaign was to put the product’s name on the map, introduce it to the target audiences, and attract the attention of other interested groups. At the same time, we wanted to expand Indó’s brand and give it even more tools for market differentiation.
„Við vildum stimpla nafnið vel inn hjá fólki, og gera það á óvæntan hátt.“
Strategy
The product’s name—Dúett—set the tone from the start.
We wanted to establish the name in an unexpected way that both speaks to the reality of the target audience and reflects the brand Indó has built.
Karaoke mania has taken hold among the target audience, so we didn’t need to reinvent the wheel when brainstorming for ideas: Dúett would be introduced through karaoke singing, with four different couples performing a song. The Indó jingle has always been a decisive tool in the brand’s toolbox, and its melody was incorporated into the karaoke performance.
Because shared finances are like karaoke: most fun when couples find their own harmony.
Execution
The heroes of the campaign are the four couples: the millennial hipsters, the rockers, the whimsical couple, and the party people. Each couple has their own energy and reflects Indó’s diverse customer base.
The Indó jingle naturally became the karaoke song for all of them. A catchy lyric was written for the melody: “dú-dú-dúett,” and the song was arranged in four versions, each suited to its couple. Visually, references to karaoke appear with bouncing balls over the lyrics, and tube-TV aesthetics with exaggerated stylization match Indó’s brand.
