Citizens Pay: Money for Anything, Anywhere

Citizens, a mobile wallet powered by MCB Bank, was entering a Myanmar market where several wallets were already competing for a place in consumers' minds. A fresh entrant needed holistic communications from day one, and the hardest part was differentiation: showing why Citizens was different from wallets that all promised convenience.

The brand also needed an identity that felt clean, modern and futuristic, worked on both mobile screens and large formats, and appealed to a wide young audience.

Ruder Finn Era began with brand research, discovery sessions on the client's values, audience and competitors, and several rounds of concepts before the logo, mascot and social media design system were approved. The positioning that emerged was simple: Citizens is money for anything, anywhere, bringing financial benefit, convenience and accessibility.

For the launch, the team built a content bank of audience segments and matched each with its relevant use cases, then brought the app to life through relatable visuals and situations people would recognise from their daily lives. The creative got playful, combining audiences with one another and showing the app in the context of everyday activities, supported by CRM and direct marketing to convert interest into downloads.