Execution

Conceptualisation and Idea Proposed - April Development and Prototyping - May Implementation in Test Cycle - June and July Launch - July

The Campaign

Symbols have been a key byproduct of human evolution representing language into visual expressions. 50 % of the human brain is trained to receive visual input and it takes about 1/10th of a second to spot a visual amongst the clutter. Leveraging this insight, we embedded unicode symbols in brand messages which facilitate differentiation for the brand in the consumer’s inbox. TextMoji - Cutting the clutter by embedding a symbol - emoji that’s synchronous to the alert / notification delivered.

Creative Execution

Embedding symbols with various colour codes at the beginning of the every alert / reminder SMS facilitated identification & ability to find the important messages in a cluttered inbox. Assigning specific emojis with different colour codes to service notifications for the brand allowed a broad range of outcomes to be seamlessly covered - folio creation, purchase, switch, redemption, payment acknowledgments, SIP reminders etc. The simple shapes and colours further enabled refinement and ease of access lending an aspect of delight for the consumer.

This simple yet effective differentiation at the most critical juncture of the purchase cycle enabled a hassle free brand interaction • 11% lift in ontime SIP Payments • 8% Drop in customer queries regarding status of their transactions • 15% Increase in customer queries regarding failure notifications facilitating efficient resolution within 48 hrs • 48.3 % increase in conversion of failed transactions

Textmoji offers a simple solution to a business challenge many brands are facing today. SMS Inbox is one of the few apps that has not seen any updation or transformation over the years. Innovation in this dull and boring space, aided the brand to make life easier for its consumer, delivering a seamless experience to them.