ZaloPay's Lucky Piggy

Online payment solution ZaloPay created an augmented reality gamification strategy based on the Year of the Pig to reduce cost per acquisition and boost user growth in Vietnam.

Campaign details

Brand: ZaloPayAgency: T&A Ogilvy

Strategy

After 3 years since it is first introduced to Vietnamese users, ZaloPay has won a certain number of loyal customers - around 70% of its current total customers to be exact. That hints a challenge for the brand coming to the 4th year of service, especially when the total mobile payment market is expected to reach a 3-digit growth* between 2018 and 2019.

Like any of other players in the field, the original purpose of ZaloPay's services is to replace cash transactions with clicks or swipes or even voice control....

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