DigiSmart Nepal
A nationwide digital literacy + safety movement executed across ATL, BTL, and Digital— designed to make safer digital payments feel simple, human, and everyday.
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The Context
Nepal is rapidly digitizing—but adoption doesn’t always equal understanding. Many users transact digitally while still navigating payments with partial knowledge, inherited fear, misinformation, or blind trust.
DigiSmart Nepal was built to make digital safety feel approachable: not as a warning poster— but as an everyday habit.
Audience
- PrimaryCollege students + senior citizens (awareness on advantages of digital transactions over traditional methods).
- SecondaryEarly middle-aged to middle-aged individuals (already familiar, but needing deeper understanding + safe practices).
It spreads by meeting people at eye level.
Pycus aligned the campaign around three layers: Mass Visibility (ATL), Education Through Engagement (BTL), and Digital Participation.
Objectives & Strategy
The campaign focused on: driving awareness of digital payments, executing a strong mix of online + offline activations, and engaging stakeholders (banks/financial institutions/regulators) to amplify the message (reported).
Key Activities
Digital
- Main DVC + Announcement VideoSet tone, built buzz, and introduced the core message (reported).
- DigiSmart ConvoCredible voices (including Fonepay leadership) shared practical insights and debunked myths (reported).
- Social ExperimentsCreated real-life scam scenarios (fake lottery/OTP fraud) to highlight vigilance (reported).
- Influencer + UGC ContestInvited users to share real transaction stories; 35 entries received (reported).
On-ground (BTL) + ATL
- School Skit ProgramInteractive skits made financial literacy fun and memorable (reported).
- College ActivationsQuizzes, games, discussions—strong engagement across cities (reported).
- Forex/Merchant BrandingCommunity-level prompts encouraging safe digital practices (reported).
- LED Displays + Radio JingleATL visibility across all 7 provinces; boosted recall (reported).
What Worked
- Digital promotions delivered strong reachHigh scale supported awareness objectives (reported).
- Social experiments were highly appreciatedAuthentic reactions highlighted the need for vigilance (reported).
- Schools + colleges drove deep engagementEspecially outside Kathmandu; management teams welcomed national-level activation (reported).
Challenges & Way Forward
- Need more UGC volumeSimplify contest modality to increase participation (reported).
- Extend duration + coordinate earlierAvoid exam overlaps; increase ATL visibility; partner tighter with stakeholders (reported).
- Keep conversation aliveYearlong knowledge-based content marketing + more testimonials (reported).