From B2C travel money to B2B Business money through Covid - A pivot for the ages

Currensea is a travel money debit card which enables customers to spend directly from their main bank account when abroad, without charges or fees.

Company Goal:

Raise awareness of Currensea’s SME card as the best payments option for small businesses trading goods and services from abroad.

Clarity's Challenge:

Pivot Currensea’s consumer offering (a travel debit card) to a B2B offering in the midst of COVID lockdown.

About

Currensea is a travel money debit card which enables customers to spend directly from their main bank account when abroad, without charges or fees. Launching its consumer offering in January 2020, three months before the COVID-19 pandemic shut down international travel, it had to pivot to survive. So the team created a card for small businesses who wanted to continue trading internationally as cost effectively as possible through this difficult period. Currensea partnered with the B2B experts at Clarity in order to launch the new proposition.

The campaign, called Britain Back in Business, was a three-pronged approach to stagger Currensea’s B2B launch, driving momentum and leads over time and reflecting how Currensea’s product could power-up SMEs and the wider economy during a challenging time.

Clarity’s approach highlighted the product’s unique value add, generating awareness and leads for the company, which despite operating in the heavily affected travel sector, has not made any redundancies or put any staff on furlough, and continues to go from strength-to-strength. The campaign also made public the specific issues faced by the nation’s SMEs, showcasing Currensea as a trusted advisor for customers during a difficult time.

Result

• 187 SME leads generated from November to December 2020

• 393% increase in impressions to Currensea's website

• 50% of Currensea's YoY acquisition target hit in 2 months