Singapore-based fintech company Yolopay has appointed Ultra Super New (USN) as its creative agency for the market launch of its Yololite product in mid-August 2017. Yololite is Yolopay’s app and prepaid card that allows consumers to manage and share their family’s expenses through their mobile phones.
The appointment is currently on a project basis, with a potential extension under discussion. A pitch for the account was held last month, and there was no incumbent agency. According to a statement given to Marketing, Yolopay conducted a series of “chemistry check sessions” with agencies to determine the appointment. USN was appointed to manage the pre and post launch period of Yololite, which lasts until the end of this year. However, the company intends to continue with the agency on usage campaigns into 2018.
“We see our willingness to embrace creativity as a differentiator from other financial products providers, and USN’s creative team has demonstrated their ability to deliver on that,” the company said in a statement. As of now, USN is the only agency Yolopay is working with. Yolopay will launch its teen-specific product in Singapore this August, the press statement wrote. Yolopay first launched in Singapore and will be expanding into Malaysia and Hong Kong later this year.
In a bid to ramp up efforts for the launch of Yololite, the company also hired Liam McCance as its marketing director. In his newly created role, McCance will report to Yolopay’s founder and CEO Ravi Patel. As marketing director, he is accountable for the Singapore, Malaysia and Hong Kong markets.
McCance is responsible for creating marketing campaigns that include tackling target audiences who have not been approached by finance service providers, such as teens on dark social and the Gen Z segment in general. McCance is also in charge of combining local market insights with the current market conditions for financial products to develop strategies, products and campaigns tailored to meet both the market and target audience requirements. Prior to joining Yolopay, McCance was country manager and partner at Vocanic Thailand and Malaysia.
“Ultra Super New was the only agency we met who demonstrated real creative ability and understanding of the post Millennial generation and we’re really excited to work with the Japanese agencies Singapore team,” Liam McCance, marketing director, Yolopay, said.
“Based in Singapore and Tokyo, USN offers digital, social media, creative and video services. It works with clients such as Adobe, Audi, Beats Electronics, Netflix and L’Oreal. A pitch for the account was held last month, and there was no incumbent agency. As the timeline was short, Yolopay conducted a series of “chemistry check sessions” with agencies to determine the appointment.