Fintech marketing masterclass from a tech giant

December 15, 2020

Learn how Apple uses segmented display ads alongside a complimentary landing page experiences to increase conversion rate, leading to additional signups for the Apple Card.

On March 25th, 2019 a new credit card was announced to the world.

But the announcement wasn’t from a Techcrunch article with the next fintech startup or the press release from a traditional bank.

It came from the newsroom of a tech giant, Apple.  

“Introducing Apple Card, a new kind of credit card created by Apple”

In traditional Apple fashion, they made the card simple. In fact, that was the very first value prop:

“Built on Simplicity, Transparency, and Privacy, and Designed to Help Customers Lead a Healthier Financial Life”

One of the world’s most valuable companies, a tech company, is taking a huge leap into a new industry and this play may be very overlooked. In the past few years, Apple has:

  1. Created their own tokenization framework
  2. Launched a credit card in a partnership with Goldman Sachs
  3. A differentiated cashback program

In an industry that’s usually defined by the complexity of rewards multipliers, cashback, fees, and the beloved fine print, marketers are going to have to catch up.

To lure in new cardholders, Apple has been implementing its lifelong marketing scheme, highlighting quickly what you get, in the most simple way possible, period.

Apple card ads and landing pages:

Let’s start with one of the most highlighted benefits of this new card, security.

The I’m a Mac and I’m a PC were iconic in their times, and that still seems to be the case on this ad:

What you are getting with the Apple card is night and day different, highlighted in the colors and the contrast is CTAs:

  1. Apply in minutes
  2. Take your time reading the terms and conditions on this card to decide if it’s worth applying or not.

The message is crystal clear.

The landing page experience is all about, you guess it: privacy.

What are you getting? The headline picks the story right where you left it, on the numbers.

Repeating the headline from the ad leaves no room for confusion. The visitor immediately resonates with what they just read and has that validated by a crystal clear subheadline further explaining the privacy feature this card has.

As you continue scrolling through the page, you are immersed into a compelling narrative that explains why you should apply, the ultimate goal of this page.

The new standard in financial privacy is made familiar through a description of known iPhone security specifications and commonly used Apple pay features while giving you peace of mind that Goldman Sachs does not share or sell your data for third party marketing.

No fees:

Another differentiator of this card is its fees. It has none.

Another creative display add showing the night and day difference between the Apple Card and the rest. It does an outstanding job of hammering in that there are absolutely no fees associated to this card.

Yet again you go from one hook on the ad and are anchored on the same message with an attention-grabbing headline drilling in that key message: zero fees.

Don’t believe it? Keep reading, the sub-headline supports the no fee message by listing out the most common fees that other banks have.

The layout of the landing page is quite interesting because is represents the journey of a consumer and it shows you how the Apple card is different in each one of those key stages.

You are rewarded on the day you spend and when it’s time to pay it shows you how easy and transparent it is.

Segment, personalize, and simplify:

A year since it’s public launch, it’s interesting to see Apple approach this new segment of the market while staying true to their style.

The Apple Card examples exemplify the importance of creating a cohesive experience, starting at the personalized ads that are then matched by the post-click experience on the landing page.

Not doing so will run your ad budget try and those clicks will go to waste.