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Just a few months after Web3 hardware wallet firm Keystone and software wallet firm UniPass merged, the new company, Account Labs, was ready to launch the all-new UniPass wallet app. Starting with the Philippines, but with global ambitions, this consumer wallet app allows anyone anywhere to set up and manage a fully self-custodial Web3 wallet with just a Google login.


The Ask

Account Labs wanted to make as big a splash as possible with the launch of UniPass’ new consumer-facing app. The problem? The company’s name was brand new. Plus, even Web3 industry heavyweights Keystone and UniPass were relatively unknown in the main target market: the Philippines. Account Labs turned to Eleven International to coordinate the global announcement of Unipass. Covering major Western and APAC markets, the aim was to help build brand awareness and drive consumer consideration for the app itself.


We leveraged our media network in the West to coordinate a major PR splash on October 12, targeting mainstream tech and business media, as well as tier 1 crypto publications. Based on the credibility offered by these reports, Stage Two was to amplify the news across ASEAN and more, with the focus markets including the Philippines, Indonesia, Malaysia, India, and Vietnam.

In terms of the news hook, we leveraged the firm’s recent fundraising to dial up its credibility. And to ensure the app got its fair share of the limelight, we focused our messaging on just how easy the wallet is to use. We also used layman’s terms to explain how Account Labs is leveraging account abstraction – a hot topic in Web3 circles – to deliver real life use cases for consumers right now.


We secured major tier 1 media in every target region and category, thanks to the combination of the timely fundraising news hook, and the approachable use case explanation. Major coverage included TechCrunch, IBTimes, Decrypt, Blockworks, Tech in Asia, e27, Technode, TribunNews, CNN Indonesia, Philippine Daily Inquirer, and BNN Network.

This coverage directed attention to the UniPass launch, helping to build the app’s credibility among consumers, as well as the firm’s reputation in the industry, across the ASEAN region.


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