Campaign details
Brand: EasypaisaBrand owner: TelenorEntrant company: Brainchild Communications, KarachiIdea creation: Ogilvy Pakistan, IslamabadMarket: PakistanSector: Digital paymentsMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k
Executive summary
Phatta Note (torn note) was a short campaign with the sole purpose of changing people's perception of cash usage and as a result have them consider alternative use of the Easypaisa Mobile Wallet Application. Cash is the most accepted means of making payments and is a habit deeply ingrained in every...