PeiGo E-Wallet / Ecuador

Pueblo Arrecho / Bold Town

Cultural cue: “Arrecho” means “to be bold”.

Context

According to the Financial Development Institution, 3.4 millions Ecuadorians are still unbanked and other who have access to the financial system are skeptical about using credit or debit cards for online purchases due to cyber fraud. Many Ecuadorians still prefer to use cash and for online subscriptions and other e-commerce they get services from people with credit or debit cards that charge them a monthly fee.

Solution

PeiGo, the fintech that believes in financial inclusion, launched the "Bienvenido a Pueblo Arrecho" (Welcome to Bold Town) campaign, which invited Ecuadorians be the first ones to try a new way of making transactions. To prove that Ecuadorians are arrechos (bold) by nature and not afraid of trying new things, we went literally to "Pueblo Arrecho", a real town located in Manabí.

We recorded in a mockumentary style how villagers started using the app. From buying a candy from street vendors to buying a dozen of eggs to buying a Netflix subscription, they fell in love with PeiGo.