Advertising campaigns in the digital payment solutions sector face a dual challenge: gaining visibility and building brand meaning. This project focused on understanding perception, usage, and preference for various virtual wallets in a competitive landscape where top-of-mind awareness is hard-won.

Through a two-wave study conducted across the year, the research tracked shifts in brand awareness, positioning, and recommendation among businesses of different sizes and regions. The approach assessed whether media exposure was translating into tangible outcomes: spontaneous recall, aided recognition, actual usage, and brand preference.

The true value of the study lay not only in capturing a snapshot of the current landscape but in monitoring change over time and guiding future action through data. In doing so, the work provided a detailed map of the positioning battle—and offered strategic insights to help turn communication into loyalty.