Categories Name : MARKETING TO UNIQUE AUDIENCES OR ON UNIQUE OCCASIONS OR IN A REGULATED ENVIRONMENT

Sub-Category : Local, Regional or Market Specific Marketing

Entry Name (Campaign) : Ride Tension Free- PhonePe

Results

PhonePe's #RideTensionFree campaign aimed to boost 2-wheeler policy renewals through a unique marketing approach. The campaign featured brand ambassadors portraying errant bikers guided by a law-abiding cop in various South Indian regions. Songs like "Jaane do na," "Nodi Swamy," "Gullumaal," "Thillu Mullu," "Avanavan Kurukkunna," and "Maskaare" were carefully selected to complement different situations involving bikers and traffic cops. The storytelling extended to print innovation, transforming key selling points into hyper-customized comic strips with local nuances. Celebrities like Dulquer Salmaan and Samantha Ruth played relatable roles across all four South Indian regions, portraying traffic cops in a light-hearted and law-abiding manner, deviating from the conventional image. The 12-week campaign utilized a high-decibel media mix, strategically placing TV spots, implementing print innovation in regional dailies, and leveraging YouTube, digital platforms, and CRM interventions. The comprehensive strategy aimed for a strong presence, top-of-mind recall, and audience connection through celebrity endorsements and strategic platform launches. PhonePe's impact was evident in both tangible and intangible wins. The campaign exceeded metrics in customer acquisition, marketing funnel goals, and post-campaign brand metrics. Despite being a newcomer, PhonePe achieved remarkable recall and awareness, resulting in 1.5X and 1.4X growth in TOM (top-of-mind) and spontaneous awareness. This led to a 1.33X growth in interested traffic in Aug'22 compared to the campaign start in Apr. In an insurance landscape saturated with fear-induced messaging, PhonePe's communication stood out, surpassing industry benchmarks for claimed recall by 1.3X and branded recall by 1.7X by the end of the campaign period in Aug'22. The impactful approach not only differentiated PhonePe but also set a new standard in the industry, showcasing the success of the #RideTensionFree campaign.