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.
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
Campaign Proposition
The campaign "What matters is transferred" by Bitel introduces BiPay, a digital wallet designed to address the financial inclusion gap in Peru, particularly targeting people in remote areas without access to traditional bank accounts but who have smartphones. The brand proposition centers on enabling seamless mobile payments, transfers, and collections nationwide without the need for a bank account, thereby facilitating financial transactions for underserved populations. By emphasizing continuity and cultural heritage, the campaign aligns BiPay’s value with a deeply ingrained Peruvian tradition: the intergenerational transfer of knowledge. This narrative draws a parallel between the preservation of cultural identity through shared knowledge and the transfer of money and value via BiPay, positioning the technology as a natural extension of existing social practices.
The market strategy leverages a societal insight into the paradox of financial services accessibility in Peru’s urban versus remote regions. While mobile payments are common in cities, the reliance on banking infrastructure excludes many rural inhabitants. By focusing on this overlooked segment, the campaign taps into a genuine need for accessible digital financial tools. The creative approach is narrative-driven, rooted in cultural relevance and emotional resonance, rather than purely technical benefits. This strategy deepens audience connection by portraying BiPay not just as a modern financial product, but as part of the country’s collective identity. The choice of a 360° campaign with content and film components broadens reach and reinforces the message across different channels, enhancing awareness and adoption in diverse regions. Ultimately, the campaign presents BiPay as an inclusive, culturally meaningful solution that bridges technological innovation and traditional values.
Creative Device
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign is rooted in the powerful analogy of “transfer”—linking the deep cultural tradition of passing knowledge through generations in Peru with the innovative transfer of money via BiPay. The communication doesn’t merely show how the app works, nor does it revolve around literal stories or explicit problem/solution mechanics. Instead, it uses the highly symbolic act of knowledge transfer to represent BiPay’s unique value: making financial transfers accessible to those excluded from the banking system. The phrase “what matters is transferred” and the campaign’s reference to Peruvian identity clearly indicate the product’s benefit (simple, democratized transfers) is portrayed through meaningful cultural symbolism, perfectly matching FORMAT#9.
Competitive Planks
Yape – Positioned as Peru’s leading mobile payment app, Yape emphasizes ease of use and widespread adoption by linking to major banks. Its strong integration with Banco de Crédito and focus on social transactions like peer-to-peer payments make it popular in urban areas, reinforcing trust through a large, bank-backed ecosystem.
Plin – Plin differentiates by enabling instant, no-cost transfers among various Peruvian banks. It targets tech-savvy urban and suburban users seeking seamless interbank transactions, positioning itself as a collaborative banking solution promoting financial inclusion within the existing banking infrastructure.
Culqi – Culqi focuses on empowering e-commerce businesses and digital merchants with tailored payment solutions. Positioned as a fintech innovator, it appeals to entrepreneurs needing flexible, online payment gateways, leveraging technology to simplify digital commerce in Peru’s growing online market.
Kambista – Concentrating on currency exchange and digital financial services, Kambista combines technology with finance to offer competitive rates and ease of access. Its positioning appeals to users requiring cost-effective foreign exchange, blending financial utility with online convenience.
Niubiz – Niubiz stands out by delivering comprehensive payment processing services across multiple channels, including physical POS and online. Strategic partnerships with banks and merchants position it as a versatile, trusted player facilitating commerce among varied Peruvian economic segments.
If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
That's 19,900 more than what most big brands actually put out. And if you understand how the Googles, Facebooks, Snapchats and Instagrams work, then you would know that your creative teams will have to deliver a lot more video centric content to fill the pipes of media distribution than they currently are doing.
That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
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