- Napas’s brand awareness is not high enough, despite the fact that they have almost 100 million users.
- The majority of consumers in Vietnam still prefers paying by cash.
- Design a 2018 – 2020 communication roadmap for Napas to achieve the mission of “Cashless Vietnam”.
- Raise brand awareness and trigger Napas usage among current card owners.
- Promoted “Never miss a thing” philosophy for Napas and encourage card usage with the key message “Swipe Napas, never miss a thing”.
- Optimized the power of advertainment to gain interests for 2 key products, POS & iBFT, and to increase earned media.
- Built a cashless culture for the younger generation through almost 40 promotional offers, PR and influencer marketing tactics.
- Reached over 8.5 million and engaged 2 million users on Facebook and Google.
- Viral video series reached more than 1.4 million views after one month launched.
- Activated 237,000 Napas card owners to go cashless.