Garance invents a savings product that's the talk of the town

Garance, an independent mutual group, is continuing its transformation with a major innovation: kitty savings.

Faced with the economic and social urgency surrounding purchasing power and pensions, this tool is positioned as a complementary solution to Garance’s PER and life insurance offers, enabling people to save more, immediately and transparently.

The challenge is to firmly establish this innovation, while avoiding the pitfalls of complex jargon or a promise perceived as ‘too good to be true’.

The strategy must clearly demonstrate the simplicity of the concept, as well as the security and credibility of the solution.

The campaign must generate a rapid and massive acquisition, while making a lasting impact on the everyday lives of French people.

Our approach is based on the concept of ‘Reconciliation’, aimed at combining immediate pleasure with future savings. The central idea is that, thanks to Cagn’Up, users can maintain their consumption habits while saving for the future.
This emotional and rational duality, combined with a clear educational approach, facilitated an immediate understanding of the product’s benefits, ensuring a rapid and lasting impact.

The name ‘Cagn’Up’ was suggested by the agency for its explicit nature.

It immediately evokes the idea of a kitty, while suggesting progression and gain thanks to the ‘up’.

This simple, short and direct choice meant that the kitty savings solution was accessible, clear and transparent, facilitating rapid adoption by the general public.

In order to appeal effectively to students, young professionals, families and executives with an interest in tax exemption, we chose different taglines:

‘Save, without trying to’

‘With Garance, we put butter in your savings’.

‘Put money aside, without changing your habits’.

‘In “profit” there is ’profits”!

• Launch to the first 1,500 registrants with a €25 incentive (offer relayed to existing members via their member space and a dedicated email campaign, as well as an acquisition campaign)
• Rapid roll-out on a large scale via digital campaign (social ads, web ads and app ads), massive billboards (metro, stations, shopping centres and ZACs), TV spots (including segmented), audio spots (streaming platforms), press (PQR, women’s, lifestyle and eco press) street marketing and influencer partnerships.

• Continuity of effort via recurring campaigns, contextualised around the commercial highlights of the year (back-to-school, Black Friday, Christmas)
• Maintaining pressure via retargeting and ongoing educational content

The immediate and lasting impact of the Cagn’Up launch confirms the relevance of the strategy adopted by Garance. The campaign exceeded its initial objectives, with a rapid acquisition of new users and increased awareness of Garance as a pioneer in modern savings.

This success is part of an overall strategic framework aimed at transforming French people’s savings habits over the long term.