Bitel BiPay: Digital Wallet for Unbanked Peruvians | Clapboard Ad Archive

What matters is transferred

Description

In June 2024, Bitel, in collaboration with the ad agency Humans, launched the innovative campaign "What matters is transferred" in Peru to introduce BiPay, a new digital wallet designed to bridge the gap for unbanked populations with smartphone access. Targeting the Electronics, Technology, and Finance sectors, this 360° campaign incorporates content and film to communicate a powerful message that transcends technology, emphasizing cultural heritage. Recognizing that while mobile payment solutions are widespread in Peru’s urban centers, most require a bank account, BiPay was created specifically for those living in remote areas who remain disconnected from traditional banking services. The campaign draws inspiration from a central pillar of Peruvian identity—the transmission of knowledge through generations—a tradition that has preserved culture over millennia. By paralleling this continuity of shared wisdom with the seamless transfer of money, the campaign underscores the emotional and practical significance of connectivity and trust. This approach not only highlights BiPay’s functionality to pay, collect, and transfer money nationwide without a bank account but also situates the product within a broader narrative of cultural resilience and inclusion. The campaign’s communication strategy is focused on fostering empathy and relevance, showing that in a country built on transfers—of knowledge, values, and now digital payments—what truly matters is what gets passed on. With the tagline, "BiPay ya está en todo el Perú! Con tu nueva billetera digital puedes pagar, cobrar y transferir en todo el país, sin una cuenta de banco. Porque en un país de transferencias, lo importante, se transfiere," the campaign effectively combines cultural storytelling with clear product benefits, reinforcing Bitel’s commitment to accessible financial technology for all Peruvians. The campaign directs audiences to download BiPay via Bitel’s website, ensuring an easy call to action that leverages local identity to drive adoption.

Credits

Client

Bitel

Agency

Humans

General Director

Eduardo Velasco

Strategic Planner

Sebastián Gonzalez

Creative Director

Leonardo Gómez Gómez

Account Management

Patricia Montoya, Claudia Camarena

Copywriting

Leonardo Gómez Gómez/ Nicole Giurga / Sebastián González

Art Director

Diana Reyes/ Jhervyn Santiago/ Diego Montenegro/ Diego Garriazo

Production House

Locomotor, Naca Pro

Director

Bruno Rey

Cinematographer

Mario Nakasone

Producer

Carmen Calderón/ Carlos Cia

Music

Darwin/ Willy Wong

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Campaign Proposition

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