Going cashless: PayBy

BPG

BPG’s client PayBy intends to be a one-stop digital wallet and payments solutions, offering a mobile wallet, various merchant solutions and a digital payment infrastructure. As communications partner for this home-grown disruptor, BPG had to be equally disruptive and purpose-led. Our challenge was to create awareness and differentiation, build credibility, and drive adoption.
Our strategy focused on tailored content that resonated with three distinct target audiences (B2C, B2B, B2G), each with their own pain points and priorities, and a unique set of usage behaviours.

Our media outreach program included a mix of traditional and digital content, such as animated videos, infographics, fact sheets and media guides exemplifying PayBy’s simple, secure and smart brand values.
As a result, PayBy is now referenced among the main fintech apps in the UAE by media and has become a staple app in the UAE fintech landscape.