Wero launches in the Netherlands

The Netherlands is a vital for Wero because the Dutch payments landscape is mature, efficient and trusted across all age groups. iDEAL has shown what interbank collaboration at scale can achieve – and that success forms the foundation for a new phase of digital payments in Europe. 

Wero is being developed by leading European financial institutions, including the Dutch banks behind iDEAL. Their involvement ensures continuity and operational certainty. The experience consumers know remains the same, with payments authorised through the user’s own bank and the checkout flow following the familiar pattern. 

During the transition, iDEAL will continue to function as usual. The payment experience remains consistent for consumers and the shift to Wero be phased and controlled, ensuring stability for banks, merchants and payment service providers throughout the transition period. 

Wero has been built to support functions that extend beyond the current scope of iDEAL. These include recurring payments, pay on delivery and instore options. Wero also prepares Dutch merchants and banks for crossborder use cases across Europe. 

By operating at European scale, Wero supports innovation, efficiency and digital sovereignty. It will be as at home in Paris, Antwerp and Düsseldorf as iDEAL is in Amsterdam, Eindhoven and Utrecht. This matters for merchants expanding into new markets and for consumers who expect consistent convenience and protection wherever they shop. 

Dutch banks will play a central role. Their experience with iDEAL has shaped the design of Wero and has helped create a solution that is familiar, trusted and ready to scale across Europe But even more important to Wero’s success are the consumers who will use it every day. How will we explain what is happening to the people of the Netherlands? 

iDEAL is deeply ingrained in Dutch life. People don’ even think about using it; it just works. This level of trust is rare, and the transition to Wero has been planned to preserve it. 

Dutch pragmatism plays a part in how Wero communicates in the Netherlands. People expect services to function efficiently and without effort and value clarity and certainty in how change is explained. 

This is why EPI has launched a national awareness campaign built around the Dutch concept of “Sowieso”, meaning “of course” or “absolutely”. Developed with DEPT®, the campaign addresses the central question many Dutch people ask when a familiar service evolves: “can I trust this new version of something I use every day?”. 

“Sowieso” reflects the straightforward certainty Dutch consumers expect.: 
 
“Can I trust it?” Sowieso. 
“Is it safe?” Sowieso. 
“Does it work the way I expect?” Sowieso. 

The campaign invites Dutch people to voice their questions and provides consistent reassurance. For the banking and financial community, it’s a clear demonstration that the transition is being handled with cultural awareness as well as technical planning. 

The “Sowieso” platform has been expressed through a set of executions designed to feel familiar, recognisable and rooted in everyday Dutch life. 

Film and visual language 

The campaign films, directed by Anna Maria van ’t Hek of Pink Rabbit, focus on ordinary moments that represent how Dutch people interact with digital payments. The scenes are natural and unforced, drawing from documentary photography rather than stylised advertising. The intention is to show how iDEAL is used today without highlighting the act of paying. 

Lighting and pacing are kept clean and understated. Viewers see everyday behaviour reflected back to them, creating continuity between iDEAL and Wero and reinforcing the simplicity of the experience. 

Photography 

Still photography follows the same approach. The images take inspiration from Dutch photographers known for capturing the everyday. People are shown in realistic settings, performing ordinary tasks. The scenes have an observational quality that reinforces trust and keeps the focus on behaviour. 

The messaging, meanwhile, places consumer questions at the forefront. Each execution follows a simple structure: 
• a clear question 
• a direct reassurance 
• the “Sowieso” answer 

This repetition builds recognition and delivers clarity across all audience groups. 

Media strategy 

The campaign runs across a 360 degree media mix, including: digital out of home, online video, socials and mobile, and targeted placements for specific demographic groups 

Media planning and buying are led by Havas. The priority is reach, continuity and frequency to maintain transaction levels during the transition. Placement focuses on environments where iDEAL usage is high and where people make everyday decisions. The strategy normalises the introduction of Wero and supports confidence throughout the transition.