MPT Money: Building a Mobile Wallet Brand from Research Up

By 2019 Myanmar already had several established mobile money brands, and a new wallet from the national operator could not rely on the MPT name alone. It needed an identity of its own, clear enough to earn trust with money and distinct enough to be noticed.

MPT Money asked for the full foundation: mission, vision, purpose, brand story, personality and tone of voice, keyword use, social media guidelines and a response process, and then a communications strategy that would make a mark quickly.

Ruder Finn Era began with field research and interviews, combined with international best practice, to develop MPT Money's corporate mission, brand story and tone of voice, along with a comprehensive set of communications and social media guidelines and a digital content strategy. The team also wrote all the copy for the first version of the app and website.

On that foundation the team crafted a digital strategy for launch, including a pre-launch TVC built around an emotional story rather than the jingles and dances typical of the category, and ran social media amplification that put MPT Money on the map within three months.