e-Wallet Launch Campaign

Background

What is e-Wallet?

Digital identity wallet built by Dewa, distributed through e-Boks. Users store verified credentials (IDs, driver's licenses, age verification) and present them digitally at clubs, retailers, and online services.

Product

Three-Part Offering

Consumer app (iOS/Android) + Issuer services (institutions create credentials) + Verifier services (businesses verify)

Partnership

Dewa + e-Boks

Dewa built the tech (50%), e-Boks handles distribution and scaling (acquired 50%). Branded as "e-Wallet" through e-Boks.

Traction

87,000 Users

Already on standalone app (not publicly communicated). DTU pilot ongoing with digital student IDs.

Strategic Context

Marketing Challenges

Key obstacles to address in campaign messaging and positioning.

Messaging

Dual Audience Problem

B2C (younger users for clubs/age verification) and B2B (vendors: insurance, gambling, retail) require different messaging tracks.

Legal

Gray Zone Positioning

IDs not officially government-accepted but widely used in practice. Cannot make bold legal claims. Need careful messaging.

Competition

Student Wallet Incoming

Competing wallet from students launching 1-2 months after. Need to establish position fast.

Perception

Negative Sentiment

Already emerging in Facebook groups. "Why another app/ID?" Need clear value proposition.

Who We're Reaching

Target Audiences

Two distinct audiences with different needs and messaging.

🎉

B2C: Young Adults

Primary use case: age verification at clubs, bars, and events. Secondary: online purchases, gambling verification.

18-25 Nightlife Mobile-first Students

🏢

B2B: Verifiers

Businesses needing to verify identity: insurance companies, gambling platforms, retail, clubs and venues.

Decision makers Compliance Cost reduction

🎓

B2B: Issuers

Institutions that can issue verified credentials: universities, employers, government bodies.

Universities HR departments Government

Messaging

Copy Directions

To be developed after Monday assessment meeting.

Primary Headline (B2C)

[To be developed - focus on convenience, speed, no physical ID needed]

Primary Headline (B2B)

[To be developed - focus on compliance, cost reduction, EU-ready]

Key Message

[To be developed - differentiate from competitors, address "why another app" objection]

Call to Action

"Download e-Wallet" / "Get verified in 2 minutes"

Creative Assets

Ad Concepts

Placeholder slots for ad mockups. Will populate after receiving Figma files and brand assets.

[Feed Ad 1:1]
Club/nightlife angle

Meta (FB/IG)

1080 x 1080

[Story]
Quick verification demo

Instagram/TikTok Stories

1080 x 1920

[B2B Ad]
Enterprise messaging

1200 x 628

Distribution

Channels & Timeline

Channel	Purpose	Audience	Status
Meta (Facebook/Instagram)	Primary B2C acquisition - cost-effective targeting	Young adults 18-25	To Plan
TikTok	Secondary B2C - younger demographic, viral potential	18-22, students	Considering
LinkedIn	B2B vendor outreach - expensive but targeted	Decision makers	Limited budget
PR/Press	Launch announcement, credibility building	General awareness	External agency

Open Questions for Monday

What existing channels do they have access to? (LinkedIn pages, email lists, communities)
Are they prioritizing B2C adoption to drive B2B demand, or selling directly to enterprises?
What's e-Boks's stance on messaging? They prefer quiet launch - how quiet?
Budget allocation between B2C and B2B?
Who handles what? (PR agency, Asger, internal team, e-Boks)

Visual Identity

Brand Colors

Placeholder - update after receiving e-Boks/Dewa brand guidelines.

Primary

#1a1f36

Accent

#00a3e0

Secondary

#0066b3