Rational:
ING wanted to launch a completely new app in Spain which would allow you to make direct payments between friends, regardless of the bank they belonged to. This was a revolution because payments could be made through the mobile phone and it could generate confusion among older people, as in the past with the credit card.
To get closer to the target and explain why this app is very easy to use, we used “Carmina Barrios” as a prescriber, a woman with a very peculiar way of talking and attitude, that helps to understand why Twyp is simple and easy to use.

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