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Scapia: travel credit card
Scapia is a credit card with travel rewards. Users earn coins on credit card spends and redeem them on flights and stays booked on the scapia app. Featured below are some of my copy, brand and content contributions that helped launch and scale the product to 200k+ users. Scapia is currently in series A.
Source: Android Play Store
The brand tagline featured on Scapia's office wall
(Image source Linkedin)
Launch screens introducing the value proposition
A critical touchpoint with a first-time user, the launch screens helped introduce the value proposition and core benefits, while addressing their common objections around signing up.
We approached this section with the classic 'turning features into benefits' along with identifying common objections through early interviews with the target audience. Skepticism around hidden charges, insurance coverage and doubts around the credibility of a new fintech product were some of the primary concerns that users raised about considering a new travel credit card.
Developing the brand voice & tones of messaging
The brand voice helped articulate Scapia's identity, serving as a guiding post on how to show up for the customer. The voice had to represent the product's values and mission, while embodying specific characteristics to connect with user needs and emotions.
We identified the brand voice's key characteristics as experienced, reliable, practical and enthusiastic. Traits that fit the mold of the 'Dad friend' of every group. Ones who look out for the best opportunities, are grounded and respect everyone's decisions (even when they think they know better!), and embrace their travel plans, while remaining financially responsible. View the brand guidelines in detail here.
Promo video script for product launch
Ahead of the product's launch, marketing team decided to launch a promotional video targeting GenZ/ millennial travel enthusiasts. The brief here was to build an engaging narrative that made the case for the brand's value proposition and core benefits.
We kept the tone candid and conversational to relate to the target audience across channels.
Additional copywriting samples
Here are a few more samples of my work for Scapia, including product/ UX copy for core user flows, ad copy and cross-channel marketing assets.
Brand messaging & positioning: The pragmatic wanderlust
A travel product at heart, Scapia's tagline had to connect with the consumer's needs and emotions around travel. Early interviews with the target user group (salaried GenZ travel enthusiasts) gave us context into their conflicting desire for wanderlust and need for financial stability and prudence.
We help _ _ salaried GenZ travel enthusiasts travel more and travel better , by
___ earning travel rewards on credit rewards , so they
can explore the world while being financially responsible .