Objective:

HBL First Pay aimed to increase adoption and engagement of its digital wallet by overcoming affordability challenges and crafting campaigns that appealed to untapped rural Gen Z audiences.

Challenge:

HBL First Pay faced stagnation in user acquisition due to rising costs, lack of cultural resonance, and limited reach in underserved rural areas.

Strategy:

Positioned HBL First Pay as a relatable, must-have digital solution by addressing the emotional and practical needs of rural Gen Z through:

• Hyper-targeted ads tailored to regional realities.
• Native Urdu messaging to enhance accessibility.
• Financial incentives to make digital wallets affordable.
• Data-driven retargeting, A/B testing, and “always-on” digital strategies to optimize cost efficiency and user acquisition.