SURNAME 1

Student Name

MoMo E-wallet Marketing Communications Campaign

Date

Momo E-wallet Marketing Communications Campaign

Representative A Representative B

-  Age: 21
-  Location: Ho Chi Minh city
-  Sex: Female
-  Occupation: Student
-  Interest:  vouchers hunting
-  Name: 
-  Age: 30
-  Location: Ho Chi Minh city
-  Sex: Male
-  Occupation: Office worker
-  Characteristics: Having less time,
prefer the convenience options,
usually commute 

Persona A: Student type

Vivian is currently a student at HUTECH University. Her income is still mainly

dependent on her parents. Being a loyal MoMo e-wallet user, she receives money from her

parents and pays for food and drinks via the MoMo platform. Moreover, she loves hunting

for gift vouchers or discounts from MoMo.

We want to target this typical group of people who love getting vouchers and

discounts from MoMo and introduce them to a new feature known as “Du Lich – Di Lai.”

Our aim is to get 15% brand awareness (on total 40%) from this group, and this will based on

their characteristic persona.

Persona B: Office worker

Lucas is a mobile developer at KPMG Vietnam. His income is approximately $8, 000

to $12, 000 per year. Working takes a lot of his spare time. As a result, he prefers having an
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application that can help him solve many problems simultaneously and minimize the time he

spends on a single project.

MoMo’s ecosystem has been used in several sectors including finance, insurance,

food and beverage, money transfers, utility payments, e-commerce, and online shopping (Vu

2020). The new option of “Du lich – Di lai” Momo will promise this group of customers

faster services and convenience on their business trips or leisure. We are aiming to get a 25%

increase in sales from this group.

With the tagline “Di Mo di Mo, travel cung MoMo,” our main message will be

“Whenever you need to go, tap on MoMo.” We offer excellent, convenient and safe transport

using airlines, trains, buses and closely cooperate with Agoda and Traveloka. Customers can

choose their most preferred mode of transport. MoMo wants to increase and better customers’

experience by improving transportation and accommodation and making it more fulfilling.

Campaign Big Idea and Key Messages

Momo is e-wallet platform that provide all users of smartphones with a one-touch

online payment solutions with several services. It is essential to note that MoMo is not

limited to the transfer of money (Tran, 2020). The digital wallet has expanded into billing

payments and areas such as airline flights, movie tickets, and most recently, transportation

and accommodation. This is not the end though the platform aims to make the life of its users

more comfortable and easy. The app presents users with the opportunity to have a more

immersive experience. You do not need to download any external app because you can pay

bills, send money, purchase insurance policies, or pay for goods across different points in

Vietnam.

MoMo aims to offer payment services that meet the needs of everyday life of

customers. The company aims to tap into unreserved markets that largely uses cash for

payment. For instance, the company has partnered with insurers for payment of insurance
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premium and consumer finance organizations to collect and finance funds. MoMo’s strategy

is founded on the inability of several banks to provide convenient and simple mobile payment

approaches. Even though it current focuses on the urban white collar workers, it intends to

ultimately spread its e-wallet solutions to the rural areas (Tran, 2020). In most cases, banking

services do not cover remote locations and MoMo intends to tap into this available micro

cash payment approach without depending on formal banking infrastructure or firms.

(Piercing Insight)

When you are hungry, it is hard to focus and concentrate on various matters. In fact,

you do not perform at the expected maximum level because something is missing. MoMo

provides you with all that is missing in your life in terms of e-wallet and payment services.

(Value Proposition)

MoMo is the perfect way to make payment and make your life easy and convenient.

Packed with easy to use guidelines, the app has changed the face of mobile payments by

uniting apps under the same ecosystem. MoMo offers a variety of promotions to the users

and has consequently gained a large number of users.

The end picture of the MoMo e-wallet is to bring inspiration and innovation that

would change every life with regard to banking and financial management.
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Reference

Tran, T. M. A. (2020). Mobile Payment Security: A case study of Digital Wallet MOMO.

Retrieved from

https://www.theseus.fi/bitstream/handle/10024/337582/Mobile_Payment_Tran_Thi_

My_Anh.pdf?sequence=2&isAllowed=y