Campaign details
Brand: EasypaisaBrand owner: Telenor Microfinance BankEntrant company: Brainchild Communications, KarachiIdea creation: Ogilvy, IslamabadMarket: PakistanSector: Digital PaymentsMedia channels: Content marketing, Livestreaming, Online video, Product placement, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
Easypaisa Raahi launched as the first branded content platform for Easypaisa since its relaunch in Pakistan. A digital e-wallet looking to digitize everyday payments in the minds of consumers, Easypaisa's prime target audience is identified as the modern millennial. Easypaisa lends itself to the belief...