PeiGo / Ecuador

Pueblo Arrecho / Bold Town

Idea

Cash still ruled Ecuador and digital payments were met with skepticism. So instead of telling people to trust digital money, we went to “Pueblo Arrecho”, a real town whose name means "Bold." Through a mockumentary, PeiGo challenged its residents to live up to their name by adopting digital wallets, virtual cards and QR payments, transforming Ecuador's boldest town into the country's most convincing proof that digital finance could be trusted.

Results

125,000+ users by the end of 2022 • 300,000+ transactions processed • 45% of users were previously unbanked • 4+ awards including Effie Latin America and Ecuador