The Numbers
6 petrol stations
PSO Locations Activated
PSO House Inauguration
Pilot Launch
Payvay QR Digital
Payment Technology
FinTech / Digital Payments
Sector
The Brief
Payvay — PSO's FinTech digital payment platform — needed to activate its QR-based payment system at 6 pilot PSO petrol stations, starting with the PSO House inauguration. The activation needed to drive consumer awareness, trigger first-time digital payment trial at the pump, and brand all 6 retail outlet locations.
The Insight
Pakistanis are habitual cash-at-pump users. The adoption barrier is not trust in Payvay — it is behaviour change at the forecourt. A trained BA at the pump, combined with clear QR signage and a consumer incentive, is the only reliable way to drive a consumer's first digital payment transaction.
The Big Idea
“Brand and activate 6 PSO forecourts with Payvay QR signage, trained BAs who walk each customer through their first digital payment, and a consumer promo mechanic — making the first QR payment feel rewarding, easy, and visible to every customer watching from the queue.”
The Execution
Brand Edge managed the full BTL activation for Payvay's pilot across 6 PSO forecourt locations, anchored by the PSO House inauguration event. Activation elements included: retail outlet QR point-of-sale branding at all 6 sites, uniformed BAs trained to demonstrate the Payvay payment flow live to incoming customers, a consumer promotion mechanic to incentivise first-time digital transactions, and event management for the PSO House inauguration. Site layouts and hosting options were developed and approved by the PSO digital team. All 6 locations received branded collateral and dedicated BA deployment for the duration of the pilot period.
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