The challenge
Currence iDEAL, the most widely used online payment method in the Netherlands with 1.3 billion transactions, asked Hibou to support its PR strategy and execution around three key milestones from 2023: the acquisition by the European Payments Initiative (EPI), the further development of the iDEAL brand in the Dutch market, and the upcoming evolution of iDEAL towards Wero.
The approach
Hibou developed a strategic communications plan to position iDEAL as the foundation of the new European payments landscape, with a strong emphasis on continuous innovation. The plan underlines iDEAL’s future role as an indispensable part of the European payment infrastructure and offers guidance during a complex transition period. With a clear and consistent message, iDEAL’s position is firmly anchored among stakeholders, consumers and merchants.
The plan is carried out through high-impact PR activities and a carefully considered media and network strategy. We communicated the key milestones (the acquisition by EPI, the rebranding to Wero and the introduction of new functionalities) through carefully drafted press releases and targeted media outreach. By drawing on our extensive network of journalists, iDEAL has been consistently prominent in national, trade and international media, including television appearances. This has led to a significant increase in brand visibility and strengthens iDEAL’s image as an innovative and reliable player in European payments.
The result
Since 2023, the strategic PR approach has generated extensive media coverage, both in the Netherlands and internationally. The evolution of iDEAL into Wero and the innovative new features have received wide coverage in leading newspapers, news sites and TV programmes. The campaign positions iDEAL as an innovative, forward-looking brand in European payments.
Hibou won Gold in the Finance category at the PR Awards 2024 for its strategy and execution for iDEAL.
