Presentation of InecoPay Innovative Payment System
DATE
July 2018
Client
Inecobank
Service
Strategic Communications, Media Relations
Category
Financial Services, Fintech, Technology
Overview
SPRING PR partnered with Inecobank, one of the leading banks in the South Caucasus, to support the launch of InecoPay — an innovative mobile payment solution designed to transform Armenia’s digital payments landscape. Established in 1996, Inecobank has built a strong reputation for pioneering digital banking solutions and today stands as one of the region’s foremost financial institutions, offering a full spectrum of banking services tailored to the diverse financial needs and goals of individuals and businesses.
Throughout its 29-year journey, Inecobank has introduced numerous digital solutions and innovative products, setting new standards for financial services in Armenia. Its flagship mobile applications, InecoMobile and InecoBusiness, are among the most popular and user-friendly digital banking tools in the country, reflecting the bank’s commitment to accessible, customer-centric services.
As part of this ongoing innovation, Inecobank introduced InecoPay in July 2018. This solution enables fast, secure, and convenient cashless transactions via QR code technology, allowing users to complete payments directly through the InecoMobile application in less than 20 seconds. Beyond simple payments, InecoPay offers features such as peer-to-peer transfers by scanning personal QR codes and the ability to leave digital tips for service providers.
At launch, InecoPay was already integrated into the operations of over 70 businesses across sectors including fast food, retail, electronics, apparel, and pharmacy, covering more than 200 sales and service points nationwide — a figure that has continued to grow. Through innovations like InecoPay, Inecobank continues to shape a new culture of banking and digital payments in Armenia, solidifying its leadership in the region’s fintech sector.
Strategy
To ensure a successful market introduction and strong positioning for InecoPay, SPRING PR was engaged to deliver the full spectrum of communication activities and launch strategy. The collaboration commenced with in-depth qualitative research, including focus group discussions with diverse target audiences. These sessions were designed to extract insights into user expectations, digital payment behaviors, and perceptions of security and convenience—critical inputs that would inform the entire communication framework.
Findings from this research provided the strategic foundation for developing the InecoPay communication plan, guiding the creation of targeted messaging and defining the direction for subsequent activities.
For the official product launch, SPRING PR conceptualized, planned, and executed a comprehensive press conference. This included full-scale event management, seamless coordination with vendors, and the development of a cohesive visual concept to ensure a memorable brand experience. The agency also crafted strategic speeches for key speakers, aligning the narratives with Inecobank’s reputation as a leader in digital innovation and technological advancement.
In parallel, SPRING PR led robust media relations efforts, preparing and distributing tailored press materials to secure broad visibility across top-tier media outlets. Following the launch, the agency conducted detailed media monitoring, compiling analytical reports and press clippings to assess the campaign’s reach and effectiveness, and to inform future communication initiatives.
Through insight-driven research, precise messaging, and an integrated approach to event execution and media engagement, SPRING PR effectively positioned InecoPay as a transformative digital payment solution in Armenia, further strengthening Inecobank’s profile as an innovator in the financial services sector.
