pago Campaign

Background

When ASB Bank developed pago, a world first technology that allows friends to text cash between mobiles, they didn’t want to use conventional advertising to promote the product. They tasked the agency with finding new ways to promote the service to their target audience of 18 to 24-year-old consumers, early adopters, opinion formers and ‘Mavens’. They needed to establish credibility and give this audience the confidence to use pago as a mainstream payment method.