Qualitative and quantitative insight showed that VIPPS had great market potential, but we had to educate the consumers, both in category and VIPPS the new mobile payment solution for peer to peer payments. Creative and communications based on our insight needed to build attention, educate consumers and trigger downloads and usage. Solving cash payment pain point became a central part of the creative and media idea. We illustrated how to use VIPPS mobile payment contextually. For instance when you split a taxi or lunch costs with friends. We had contextual creative and media placements on online-ticket sales sites for movies and concerts, situations where one person normally buy for several friends and later have to collect cash. VIPPS the new mobile payment solutions solved the cash collection problem. We tailored creative messaging for digital niche media with high density of our target audience.

We executed to build critical mass quickly:

1. Scheduled TV to quickly build reach and frequency combined with digital TV-sync, radio and premium online placements.

-We orchestrated TV-advertising and digital TV-synchronization, followed by radio and

-We dominated with digital premium placements; to build traffic and create downloads.

2. We educated the target audience on how, when and where to use mobile payment through targeted media placement. We used media that crossed peoples daily path both analog, digitally, live stands in the street and at events such as music festivals. At events we helped people get started using VIPPS.

3. We collected data for re-targeting to trigger further downloads and increase usage.

The results was overwhelming:

1.After the media campaign launched, VIPPS grew an astonishing 10 000% in less than 7 months! And surpassed first mover "mCash" by 400%, which had been in market for two years!

2. Only 3 months after launch more than one 600 000 Norwegians had downloaded "VIPPS" and 500 000 were users. We beat target with +54% for downloads and +400% for users.

3. Only 7 months after the launch one of four Norwegians had downloaded "VIPPS"! Beating the APP download target with +48% and active user target by 189%.

4. Aided brand awareness after seven months are 76% and +36% points above target!

5. VIPPS has become a verb!

6 VIPPS became the preferred mobile payment solution in Norway in less than 7 months!