PayU: The new generation of online payments - Argentina, Colombia, Mexico y Peru

Project:

"The new generation of online payments" Argentina - Colombia - Mexico - Peru

Client: PayU Latam January 2014 - December 2014

Industry Sector Categories | 57. Web-Based BusinessInternational Categories | 68. Multimarket Campaign

Information on the application

Title of the campaign: "The new generation of online payments"Client: PayU Latam Consultancy: Axon International Corp.

TeamProject Manager in Pay U Latam:Shelley PursellProject Manager in Axón International Corp: Carlos Trelles

This campaign applies for two categories:Industry Sector Categories | 57. Web-Based Business International Categories | 68. Multimarket Campaign

PayU Latam is the service provider of online payment with operations in Argentina, Brazil, Chile, Colombia, Mexico, Panama and Peru. It has more than 10 years of experience in the

market. It represents the PayU Group Latin American operation. With additional operations in Central Europe, Europe East, Asia and Africa, PayU Group forms the online payments division

of Naspers, a leading multinational group in e-commerce and media platforms online.

What is PayU Latam?

According to projections of the firm e-marketer, it is estimated that towards 2017 e-commerce in the region capitalize on about $75 billion. The high expectations generated a favorable ecosystem for e-commerce in the region, is why PayU Latam online payment platform, owned by the Naspers Group, bet on the markets of Latin America as part of its global expansion plan.

Opportunity Latin America

Combining PR and Advertising. The project combined initiatives under two different approaches: public relations and advertising initiatives.

General Purpose

• Position PayU Latam as the best option for online payments business in Latin America.• Increase transactions by the firm during its new stage in Latin America.

Objectives of Advertising

• Influence the purchase decision and/or how to acquire tools for online payments in Latin America.

Objective PR

• Promote the use of e-commerce tools in large, medium and small online business in Latin America.• Position the brand PayU Latam in the mainstream media and events in the region.

Objectives

StrategyReason WhyPayU Latam is the new generation of payments online for business in Latin America. It is a secure platform that boasts the most complete module anti-fraud in the region. In addition, it offers payment solutions tailored to emerging markets, since it allows its customers to accept payments using credit cards, debit accounts and savings, bank transfers and cash deposits, through more than 70 payment options available in Argentina, Colombia, Mexico and Peru.

Target PR and Advertising

Media Entrepreneurs Large enterprises of latin origin End-user Mexico

Colombia

Peru

Argentina

Countries

High-quality media coverage, to land the great opportunity that represents do business over the internet in Latin America.Presence at events of high attendance of web entrepreneurs, to position the image of "the new generation of online payments" in Latin America.Research and actual data on the growth of e-commerce in Latin America and its growth opportunities.Targeted online media and social networking to attract entrepreneurs related to e-commerce.

Specific actions

Strategic pillars of work

Advertising

Banner ads in Online Media - Argentina

Advertising in print media - Argentina

Facebook Ads - Colombia

Advertising in the most important websites of Argentina, using key messages like: easy to implement, high safety, best rates.

Full-page ads highlighting the attributes of "the new generation of online payments" and receive online payments in the own website.

Focused on the market of entrepreneurs, the ads highlight the attributes of simplicity and security of the platform to sell products and services online.

PR

Media Relations Argentina, Colombia, Mexico and Peru

Events

Powerful media relations work. New stories about e-commerce in Argentina, Colombia, Mexico and Peru. Multiple approaches.

The brand was present with a stand at the E-commerce Day of every selected country (Argentina, Colombia, Mexico, and Peru). Highlighted its differential proposal for online businesses in Latin America.

Scheduling

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Activity Countries

Online media publicity

Advertising in print

Media Relations

Presence in events

Facebook Ads

Media Relations

Presence in events

Media Relations

Presence in events

Media Relations

Events

2014

Peru

Argentina

Colombia

Mexico

Results

700 visitors to the PayU Latam stands in the E-commerce events Day in Argentina, Colombia, Mexico and Peru.

3,679 new followers to the PayU Latam Fanpage on Facebook and a scope of 1.499.364 people.

Nearly 12,000 new visitors to the website PayU Latam.

US$ 2.1 million Ad Value approximate positive publications about PayU Latam brand.

E-Commerce Award Colombia in the Category Services and Solutions for e-commerce.

E-Commerce Award Peru in the category Services and Solutions for e-commerce.

41.3% more transactions recorded by PayU Latam payment platform in Latin

America at the end of2014.

Established in 2005, Axon International Corp is a public relations and communication agency with highest growth in Latin America. With it's head office in Miami and an it's own network of offices in 9 countries, Axon has executed diferents campaings across all latin american markets and the east cost of the United States. During it's ten years of expansion has designed and develop public relations and communication strategies for such brands as the Australian Trade Commission (Austrade), Avianca, Buscapé, BSA | The Software Alliance, PayU Latam, CT Partners, Heidrick & Struggles, Kroll Latin America, Grunenthal, Microsoft, Ministry of Trade and Tourism of Peru, Ministry of Tourism of Uruguay, Nokia, Open International Systems Corp, Peruvian Commission for the Exports and Tourism (PROMPERÚ), Sodexo, STS Group and Western Union, among others. In 2014, was awarded the “Best Latin America Campaign” by the Sabre Awars America and the Golden World Award IPRA 2014 for “Best Media Relations Campaign”.

About Axon International Corp.