Econt
Creating an e-wallet brand in a cash-driven society.
Econt is a Bulgarian logistics expert. Think the FedEx of Bulgaria. It’s hugely trusted having pioneered cash-on delivery transactions, allowing Bulgarians to pay only when goods are delivered to their home or post office.
However, with more and more young people embracing digital, Econt saw the opportunity to create a new e-wallet brand to provide Bulgarians with the freedom to pay how they want, where they want.
Bulgaria is a cash first society, driven by a deep-rooted distrust of banks and financial institutions. The way to drive change would be to empower customers to feel in control of their finances, by leveraging the trust built up through the Econt brand.
‘In My Hands’ positions ‘Ecoints’ as the digital wallet that lets people manage their money their way, and creates financial freedom for Bulgarians.
Adopting the tone of voice already trusted by Econt customers and its existing colour palette (with some additional progressive, positive colours) clearly cements the relationship between the two brands. And the power of understatements in the brand’s messaging subtly voices the benefits users can expect, generating further credibility, confidence and transparency.
Ecoints builds on all the positive associations of its master brand, enabling Econt to kickstart the digital payment market in Bulgaria. Initially launching the app to friends and family built user momentum, and the e-wallet’s convenience, design and ease of use proved a welcome and essential tool among users.
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When uncertainty and shifting expectations are the new normal, brands no longer need radical transformation. What’s needed is long-term thinking and the ability to adapt quickly.
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