THE MONTH-END COLLECTION

TitleTHE MONTH-END COLLECTION
BrandEARLYSALARY
Product / ServiceAPP/MICRO LOAN
CategoryA09. Consumer Services / Business to Business
EntrantDENTSU WEBCHUTNEY Mumbai, INDIA
Idea Creation DENTSU WEBCHUTNEY Mumbai, INDIA
PR DENTSU WEBCHUTNEY Mumbai, INDIA
Production LONGSHOT FLIMS Mumbai, INDIA

Credits

Name Company Position
NISHI KANT DENTSU WEBCHUTNEY, MUMBAI EVP & Branch Head
PRAVIN SUTAR DENTSU WEBCHUTNEY, MUMBAI Executive Creative Director- Art
AALAP DESAI DENTSU WEBCHUTNEY, MUMBAI Executive Creative Director- Copy
Yash Kulshreshtha DENTSU WEBCHUTNEY, MUMBAI Creative Director- Copy
Ananda Sen DENTSU WEBCHUTNEY, MUMBAI Creative Director- Art
SANDIPAN DEB DENTSU WEBCHUTNEY, MUMBAI Copywriter
Aabhaas Shreshtha DENTSU WEBCHUTNEY, MUMBAI Group Head- Art
Soumya Ganesh DENTSU WEBCHUTNEY, MUMBAI Senior Visualiser
Anirudh Venugopal DENTSU WEBCHUTNEY, MUMBAI Copywriter

Background

Situation: More than 65% of India’s population is under the age of 35. Working Indian millennials, all face the same problem – lack of cash at the end of the month. Brief: EarlySalary is India’s leading instant cash-advances application. However, it isn’t the only brand providing such services. Smaller brands were taking up larger chunks of online conversations, day by day. So, the need for EarlySalary to be more visible, more relatable, more downloaded and hold the position as a leader Objectives: Increase EarlySalary’s App downloads by making it more relevant.

Describe the creative idea

The Month-End Collection - a range of unique products was dedicated to our audience’s month-end behaviour of compromising. Real products along with product films were crafted and packaged to poke fun at them. The audience was provoked into feeling that the products were a new way to compromise. But once they were lured, they were provided with the perfect solution to month-end cash woes - the EarlySalary app. The sarcastic, humorous tone of the products and films was deliberate to grab our audience. The videos were strategically released during the month-end, striking relevance with their desires. The products were displayed on a website and incorporate parks too, where people thought they could buy the collection, but instead, were directed to download the app and quit the crisis.

Describe the strategy

Data Gathering: After an extensive qualitative research – in the form of personalised interviews; and quantitative research - in the form of online surveys, conducted on our TG we found that More than 65% of India’s population is under the age of 35. Working Indian millennials, all face the same problem – lack of cash at the end of the month. Target Audience: Indian working millennials between 25-35 yrs. of age. Relevance to platform: The videos were strategically released during the month-end, around the same time our TG cribbed about cash-crunch on Social Media. Approach: The products and videos were released on social media at the end of the month, targeted at our audience on social and digital platforms as well as on-ground. The topic caught relevance and was shared organically.

Describe the execution

Implementation: The video assets were released on social media platforms first. This was supported by the website release which displayed the collection, drawing people closer to EarlySalary as a brand and relaying the message that EarlySalary is the fix to the month-end cash crunch. The audience was targeted and retargeted basis of their online behaviour. Timeline: The campaign ran for a total of 5 weeks. Scale: 10 films, 17 on-ground corporate installations spread over 5 weeks turned into a nationwide conversation on social media, amplified by content creators and influencers.

List the results

Tier 1: Media Outputs: The campaign was covered by leading national online publications. It highlighted the relevance of the campaign to the working millennials and threw light on the humour that made it easily consumable. Social media influencers publicly appreciated the thought. They also drove viewers to download the app. Stand-up comedians, bloggers and meme pages created social media content around the same, which garnered a total engagement of over 2.1 million. Tier 2: Target Audience Outcomes: The relatability and relevance of our campaign struck a chord with the intended audience and testament to that were the social conversations and reactions that were observed to our creative execution. Total Reach: 17.4 million, Total Views: 5.4 million and a 33K click through to the website. Tier 3: Business Outcome: App downloads increased by 50%, positive brand sentiment towards EarlySalary measured an increase in following on social media platforms.

Links

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