Mindshare India Pvt.Ltd.
Aditya Birla Financial Services wanted to be the change agent and revolutionize the way India saves money today, through the launch of Active Account App. This meant a behavioural change by challenging the stereotype of saving in FDs etc, and introducing simpler, safer and an option for lucrative financial instruments.
Most of India still parks their money in low-yielding savings accounts thinking that it’s safe, not realizing that they are possibly earning negative returns, post the impact of inflation and taxes.
When it comes to saving money, we Indians have a very traditional outlook, and majorly prefer the conventional Savings A/c, FDs, RDs etc. this comprises of 95% of Indians who are pre-disposed to savings account. We had to awaken them!
Also the category at hand was a lackluster category which had hardly any social mentions or conversations.
Hence, our integrated media strategy was custom designed which leveraged the game of Value Vs Volume.
We designed and customized a 3-pronged media strategy, to reach out to audiences and maximize value.
Most of India still parks their money in low yielding savings account thinking it’s safe, not realizing that they are earning negative returns post the impact of inflation and taxes. Aditya Birla Financial Services wanted to revolutionize the way India saves money today through - The Active Account App.
Thus stemmed the thought of “Paise Ko Jagao”.
A revolutionary and clarion call to awaken India and make them realise the perils of savings bank account.
We created category first unbranded conversations with hash tag #PaiseKoJagao
Conversations started gaining momentum when influencers posted memes and gifs taking the savings account head on and conversations multiplied with content sites like Faking News and India Times took a dig on this. Gif’s, Videos, Blogs, Content seeding via FB Pages, Native Articles.
Even celebrities like Harsha Bhogle, Vir Sanghvi and Shashi Tharoor voiced their displeasure on savings account.
What started as a reality check, transpired people into contemplating their approach towards dormant savings account.
Mobile as a medium with its reach and ability to sharp target helped converting app installs through Volume based installs and Specific targeting on premium sites/apps using technologies like cross platform technologies (TV to Mobile), Location targeting, Native, Video etc.
We gauged the consumption of content on social media and created content accordingly. Memes, GIFs, Videos, Blogs, Content Seeding via FB pages, Native articles, and Celebrity tweets led users to conversations about the cons of Savings Accounts. This was a reality check for people.
Being a mobile app, mobile medium became non-negotiable, a two-pronged targeting approach was developed to maximize reach and optimize conversion to our TG namely sharp and broad targeting.
Broad targeting focused on a volume chase whereas Sharp targeting ensured minimum spill over by defining sites/apps that are accessed by the TG.
Sharp targeting, we reached out to users accessing content on apps and sites - Higher relevancy. Where the consumer goes through the complete journey of Awareness, familiarity, consideration, which make the relevancy to install the app higher. Users here would have higher Asset under management.
Mindshare India Pvt.Ltd.
Foxymoron, For Digital Creative