To communicate the proposition of Vodafone M-Pesa, Vodafone is launching an advertising campaign that will encompass TV, Print, Radio, Outdoor, Cinemas and Activation as touchpoints. The TVC has been conceptualized by Ogilvy India.
In the month of June & July 2014, Vodafone aired the first M-Pesa TV advertising across India. The campaign objective was to position M-Pesa as the new safe, instant & convenient way to transfer money.
This year, Vodafone M-Pesa has launched the second campaign that explains the ‘How’ of using M-Pesa with a narrative device. The differentiator of the campaign is the superlative claim i.e. ‘M-Pesa is the most convenient way of sending and receiving money’.
The communication objective was to create a shift in current habit of the consumer where he relies on the agent to transfer money, to him adopting the mobile money transfer mode with M-Pesa, by breaking the technology barrier and creating a sense of trust.
The film revolves around the life of Mr. Tiwari who is a Factory Supervisor in Mumbai and Mrs. Tiwari, his wife back home in Jaunpur in UP. When a need arises for Mr Tiwari to send money for monthly expenses easily to his wife, Vodafone M-Pesa comes to his rescue. In 3 simple steps, he sends the money and the film shows how conveniently Mrs. Tiwari has withdrawn the money from her nearby M-Pesa agent. The film is narrated with a charming device of ‘yaha-wahan’ and closes with an emotionally touching comeback.
You can watch the TVC here:
The basic approach of the TV plan is targeting genres and channels (including regional channels) basis the viewership pattern skewed among M- Pesa TG.
RADIO would play a very critical role in order to keep engaged with the TG. Vodafone would also create short format stories around M-Pesa concept which would be again aired across sender and receiver markets.
Mediums like railway ticket branding and mobile integrations will help us reach out to audience in more focused approach apart from 12 months activations programs through the year.
Following are the on-ground initiatives:
M-Power: A roadshow planned /rolled out in select cities to educate consumers and drive awareness on the ease and benefits of using mobile wallets. As a part of this initiative, Vodafone targeted migrant pockets and engaged with them through live demonstrations, interactive sessions, facilitating on- spot registration and money transfer. Target Markets: Gujarat, Tamil Nadu, Delhi, Kerala, Kolkata, Karnataka, Andhra Pradesh, UPE, UPW, M&G & Mumbai.
M-Powering women with M-Pesa: As part of the initiative, Vodafone is organizing education camp in community slums in Bangalore, to teach women, working as domestic help or small business, the importance of financial saving and how they can save using the M-Pesa mobile wallet.
Projecting Vodafone’s stores in rural areas as banks: Promoting transfer to bank & cash out services in rural areas. Tie-up with local shops and merchandisers to offer discounts.