p2p pAYMENT APP · Acquisition campaign
Oriental Bank · 2025
The Combo with More Options (2024)
ATH Móvil is Puerto Rico's dominant P2P payment platform. Integrating it into Oriental's banking experience was a product decision. Making people care about it was a marketing one.
P2P payments are invisible infrastructure — technically significant, emotionally inert. The strategic decision was to position the launch as a cultural moment, not a product update. A phased teaser built anticipation before the full reveal, turning a feature integration into something people actually talked about.
What I did:
Developed brand partnership positioning for Oriental x ATH Móvil integration
Designed phased launch strategy — teaser → reveal — to build anticipation
Wrote strategic brief and managed production through delivery across OOH, digital, and social
Teaser Campaign
Creative Production and Messaging