A Plus E-Wallet
REQUEST MONEY
In Myanmar, there are over 24 million wallet users and almost 20 E-wallet players, making it an extremely competitive market. Although A+ has been in the market for almost 3 years, it has only a small base of active users. Users normally have 2-3 e-wallet accounts on their phones, with KBZ Pay and Wave Pay being a must. They often switch between the 2 based on their requirements. The rest of the e-wallets are largely dormant and unused.
A+ needed to increase its base and reconnect with lapsed users. To do this, they had to up the game by introducing new features that add more value to the consumer’s lives.
Research shows young adults who have grown up with smartphones and e-wallets, experience annoyance when they have to leave an app’s ecosystem to another function or app as it disrupts their life, albeit small.
The creative leveraged this insight to develop a campaign based on features that allow them to “Stay on the move with Upgraded A Plus E-Wallet”.
This was brought to life in everyday scenarios wherein they can request money from friends or split bills after meals. Even simple things like buying games during a short break can now be done, all within the new A+ app.
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