Pago is a financial innovation in New Zealand where, from a virtual wallet linked to an everyday bank account, users can text each other money, from one mobile phone to another.
It was a dream brief - the client demanded and (research supported) non-conventional advertising.
Key insight: The prospect target was defined as 'Digital Natives' - a tech savvy youth audience. Although highly cynical of conventional marketing messages they are captivated by innovation and digital development.
Strategy: Capture attention through new technology and media innovation reflective of the Pago brand. The media solution discovers new touch points and embodies genuine media innovation.
Innovation and new media was key to engaging the target audience.
The campaign utilised:
- Hypertag and Bluetooth technology where recipients could download free money vouchers to their mobile phone - this directly motivated registration.
- A totally new media channel by stickering the national currency
- Pixelated a billboard using 30,000 Post-It-Notes to create an interactive outdoor experience where train commuters could take the message with them, Pago in one hand, mobile phone in the other….
• Awareness goal +21% 2-months from launch
• Registration +300% 1st-week
• Mobile content downloaded to 76.4% of the registration goal
"It was going to be a big challenge, after all there aren't too many campaigns that have created a brand, articulated a complex service and delivered acquisition all within one smallish(!) budget." V.Chong, Pago
