Innovation and new media was key to engaging the target audience.

The campaign utilised: - Hypertag and Bluetooth technology where recipients could download free money vouchers to their mobile phone – this directly motivated registration.

- A totally new media channel by stickering the national currency - Pixelated a billboard using 30,000 Post-It-Notes to create an interactive outdoor experience where train commuters could take the message with them, Pago in one hand, mobile phone in the other….

Awareness goal +21% 2-months from launch.

Registration +300% 1st-week.

Mobile content downloaded to 76.4% of the registration goal “It was going to be a big challenge, after all there aren't too many campaigns that have created a brand, articulated a complex service and delivered acquisition all within one smallish(!) budget.” V.Chong, Pago