“Monedero card” is the Argentine “Oyster card”. It allows you to charge money to the card and use it on most of the transport in Buenos Aires. You can stick it on the back of your mobile.
In 2015 Monedero launched a new service where you can also use the money on your card to pay for certain items. This service was fresh and innovative, because in Argentina we always pay cash for products that are cheaper than £5. The stores don’t accept credit cards for small amounts and we didn’t have cards with TAG system, so this was a quick and easy way to have pocket money on your card.
Strategy: To position the new card as a solution for people that think differently, that are spontaneous, with personality, that value time and like having everything. A generation that is open to new technology and a new way of living. A generation that embraces change.