AllEasy
AllEasy Digital and Out-of-Home Marketing Campaign
Digital Marketing, Out-of-Home Campaign, User Education Materials
Fintech Industry
July to August 2020
My Role: Multimedia Designer
Objective: Introduce AllEasy to the Filipino market through clear, approachable digital and OOH materials that built trust, educated first-time cashless users, and positioned the e-wallet as a convenient everyday payment option.
“Launching an E-Wallet in a Market Ruled by Giants”
AllEasy entered the digital payments scene at a time when the country was still adjusting to cashless transactions, and when competitors like GCash and Maya already dominated public awareness. The challenge was simple but daunting: make noise in a crowded fintech landscape and help a new e-wallet earn its place.
As the Multimedia Designer, I created AllEasy’s digital and out-of-home campaign materials, shaping how the brand introduced itself to first-time users. The mission was to build familiarity, drive early adoption, and position AllEasy as an accessible alternative for everyday Filipino transactions, from paying bills to topping up RFID.
Insights: “Find the Filipino Familiarity”
Research began by studying the existing e-wallet leaders, how they built trust, where they were present, and how they educated users. We leaned heavily on AllEasy’s biggest advantage: its connection to well-known sister brands like AllDay, AllHome, and Camella. Using these established communities allowed us to anchor AllEasy in trust, convenience, and familiarity.
Strategic direction focused on:
• Soft, friendly visuals that looked approachable to new digital users
• Filipino-centric messaging that didn’t feel intimidating or overly technical
• On-site educational materials (QR standees, step-by-step guides) placed inside partner businesses
• A “seamless ecosystem” narrative—pay, top up, shop, and settle bills in one app
The big idea: Make cashless feel easy, not overwhelming.
Artboard peek: Design variations for AllEasy store posters.
Execution: “Designing for a First-Time Digital User”
I produced a mix of digital and physical materials to introduce the platform in a way that was clear, helpful, and confidence-building.
Digital Materials
• Social media animations to explain features
• Posters educating users on cashless processes
• Visuals showcasing partnerships and supported merchants
Out-of-Home Materials
• QR standees for instant payments
• Counter guides in partner locations
• Informational displays inside Villar-affiliated establishments
The creative direction always centered on clarity, show the feature, explain the steps, make it feel doable. All executions were aligned closely with AllEasy’s marketing team to ensure adoption barriers were addressed at every touchpoint.
Results: “From Unknown to Everyday Payment Option”
The campaign helped AllEasy steadily increase its user base, especially among communities already engaged with Villar Group establishments. Brand awareness grew through consistent presence in supermarkets, home stores, and residential developments.
AllEasy gained traction as a practical, familiar e-wallet for everyday use, particularly for households and users transitioning to digital payments for the first time.
Personally, this project became the start of a successful three-year working relationship with the company across multiple brands and campaigns, shaping some of the most formative work of my early freelance career.
