STC Pay sought to become the leading e-wallet in Saudi Arabia by emphasizing convenience, security, and innovation. A critical part of this initiative was introducing the new “Qattah” feature, which allowed users to split payments seamlessly.

Situation

Despite the rising adoption of e-wallets, competition in the digital payment space was intense, with several well-established players. STC Pay needed to differentiate itself, particularly by launching innovative features that catered to modern payment needs.

Approach

We developed an integrated marketing campaign that highlighted the ease and practicality of the Qattah feature. This included social media tutorials, influencer collaborations, and real-life user testimonials to demonstrate how STC Pay’s new feature simplified group payments. A targeted digital strategy drove app downloads and enhanced user engagement.

Legacy

STC Pay achieved a 50% increase in monthly active users, with Qattah becoming the leading feature driving customer satisfaction. Transaction volume grew by 35%, and STC Pay secured its position as the top e-wallet in Saudi Arabia, boasting a market share increase of 25% within a year.

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