A payment network needs two audiences on day one.
UnionPay was entering the UAE and needed visibility with both consumers and merchants. Acceptance and awareness were two sides of the same launch challenge.
Build recognition for a payment network entering the UAE market.
UnionPay was entering the UAE and needed visibility with both consumers and merchants. Acceptance and awareness were two sides of the same launch challenge.
One launch. Two audiences.
The campaign paired launch communications with consumer awareness and merchant-facing confidence building.
UnionPay UAE Launch: what Checkmate delivered.
Market-entry communications, launch experience and audience-specific activation.
Built for the channel. Shaped for the audience.
The campaign paired launch communications with consumer awareness and merchant-facing confidence building.
Creative treatment: concept visuals developed for the Checkmate portfolio.
Industry
Fintech
Market
UAE
Workstream
Market Entry
Take the campaign to the community.
Reach blue-collar remitters where mainstream media had limited reach.
The next customer is beyond the metro.
Drive app downloads and wallet adoption among small-business owners outside major cities.
Make branchless banking understandable.
Introduce digital wallet banking to audiences unfamiliar with the product.