E-Dinheiro (E-Money)

Objectives:

To pilot Poupemais, the financial education solution at the base of the pyramid, in Ceará, in partnership with the Palmas Bank, to understand whether the product is effective.

Highlight:

After receiving the messages, people stated that they felt more comfortable before deciding to make a purchase.

Parameters:

  • Registration: Opt-in using the contact database provided by Palmas Bank;
  • Audience:1250 customers of the Palmas Bank, classes C-D-E, users of the e-Dinheiro virtual currency;
  • Phraseology: Sending content by SMS relating to financial education, to encourage best practice and dissemination of knowledge; two VRU waves;
  • Incentives: BRL5.00 in pre-paid cellphone credit for each VRU wave answered.

MGov solutions:

  • Interactive SMS campaigns

Main results:

  • People feel more comfortable before deciding to make a purchase;
  • People think more deeply before purchasing something;
  • People feel more confident to pay by installments or take a loan.
 
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