WYcreative and Bliss Applications partnered with MB WAY to develop and promote the new experience and opportunities to win by making payments through the app.

The Challenge section of MB WAY is now called UP! This name change will bring a new user experience along with new benefits and ways to win prizes every minute. To mark this moment, MB WAY challenged Bliss and WYcreative — agencies part of the WYgroup — to design the new user experience and develop a creative concept to announce this innovation to over 5 million Portuguese users who already use MB WAY for online payments.

“The CHALLENGE section had great potential but felt a bit outdated. By transforming it into MB WAY UP!, our goal was to create a more engaging and rewarding experience for users. It’s exciting to see how users are responding to the new features and gamification elements — we hope it encourages them to explore all the benefits that the MB WAY app has to offer!” emphasizes António Abreu, Head of Product Strategy and Design at Bliss.

The new creative concept, naming, user experience strategy, and design were entrusted to Bliss, a company specialized in creating digital products. Meanwhile, the creation and development of the communication campaign, as well as its promotion, were handled by WYcreative, which also collaborated with the studio Sonido to produce the soundtrack.

“This change will enhance the user experience and reward users. In other words, it will give a UP! to the everyday lives of Portuguese people,” says the Creative Direction of WYcreative to explain the creative concept behind the new campaign. They also add that “the new name was the starting point and inspiration to literally give a UP! to the communication of MB WAY.”

The new UP! section is available in the MB WAY app and is accessible to everyone. The associated campaign is present in the digital space and at all events featuring the brand.