Brand Name:Pay & Go Industry Type:Payments / Banking
Work Required: Market Launch, Marketing Strategy & Market Research, Print advertising, PR Services, Copywriting, TVC. Slogan: Win time!
Pay & Go is a new concept of cash payments in Albania. Following the great success in more than 25 countries such as the United States, United Kingdom, Italy etc, Pay & Go is now present in the Albanian Market to offer consumers an entirely new experience of privacy and security. This is a technological platform build with a highly secure, fast and easy to use operating system. This platform was developed by a leading company with over 22 years of experience that has revolutionized the electronic payment market in this business, recently acquired by VISA International. The Pay & Go terminals have an updating system connected with the parent company which makes it possible for the Albanian customers to have the exact same experience as costumers in other countries. Moreover, payments for all services such as mobile phone, TV, internet, utilities, games etc. can be executed through these kiosks.
Pay & Go Management officials approached VATRA with a local business plan and aimed objectives for the first year. Initially they requested a market research and market scenario in order to determine the application of the brand and communication of services in the domestic market. Moreover, the Pay and Go management requested a copywriting creativity strategy as well as a media plan which would pinpoint the specific channels which would be used in the promotion campaign aiming a quick return of the investment and significant visual recognition of the brand.
After an in depth investigation of the market with focus in traditional and electronic forms of payments as well researching various targets which would be addressed by the promotion campaign, Vatra developed a communication and media action strategy. The strategy that was developed for Pay & Go was tailored with the necessary creativity level to meet the expectations of the company and to engage with the target audience that the company had identified in their business plan. A smart online strategy was also developed to compliment the traditional channels of communication. Special focus was paid to the brand communication and specifically to the engagement of the public through the combination of both elements. A traditional campaign was developed by Vatra to be launched on a second phase after one year since the services have been offered in the Albanian market. This strategy aims to make Pay & Go a top of mind awareness brand when it comes to electronic payments.
“Vatra was a great strategic partner and provided valuable insights to support the launch of our company and service in the Albanian complex market. Their understanding of our business and the marketplace - balancing a strong fact-base with creativity and judgment - resulted in recommendations to help fuel our business… and aligned our organisation towards sustainable growth.”. - Mr. George Khetsuriani, CEO at Pay & Go Albania.