Money Transfer Services: "EASY PAISA" Promo / PR Ad by Maxus

Category: Best Use of Newspapers
Advertiser: TELENOR PAKISTAN
Product/Service: MONEY TRANSFER SERVICE
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: MAXUS, Lahore, PAKISTAN
Managing Director: Sarwar Khan (Maxus Pakistan)
Senior Print Manager: Munir Ahmed (GroupM)
Senior Media Planner: Syed Wajid Ali (Maxus Pakistan)
Director Marketing: Usman Javaid (Telenor Pakistan)
Brand Manager: Khawaja Shariq Mustafa (Telenor Pakistan)
Manager Media: Javaid Jaffery (Telenor Pakistan)
Assistant Manager Media: Zeeshan Khan (Telenor Pakistan)
Senior Account Manager: Faisal Javed (Adcom Pakistan)
Associate Creative Director: Awais Iqbal (Adcom Pakistan)
Media placement: Print- Newspapers - AajKal (Lahore)-Khabrain(Karachi) - 20/11/2009
Media placement: Print- Newspapers - The Frontier Post(Peshawar)-Daily Times(Lahore) - 20/11/2009
Media placement: Print- Newspapers - Kaawish(Hyderabad)-Bulekha(Lahore) - 20/11/2009
Media placement: Print- Newspapers - Ibrat (Hyderabad)-Daily Pakistan(Lahore) - 20/11/2009
Media placement: Print- Newspapers - Kawish(Hyderabad)-Aaj Kal(Lahore) - 20/11/2009

Results and Effectiveness
This was a “never done before initiative” and created a lot of buzz in the market. Several newspapers are now planning to print hybrid newspapers on a regular basis The campaign was a roaring success, helping the brand achieve its targets in a very short span of time. The business goal of transferring 500 million rupees was achieved within two months of launch with double digit growth on monthly basis. We smashed our communications objectives, within one month of launch we had build a massive 93% awareness and translating to 46% core target consideration. (Source: MillwardBrown - AMRB ATP)

Creative Execution
We brokered a series of innovative newspaper partnerships where, for the first time, the front pages of different papers from different regions were published as one. Consumers could enjoy that day's news in both their own region as well as one from many miles away where the news emphasis, or indeed the language was different; hence, creating a feeling of goodness and bridging distances This innovation also created an explicit connection with the brand offering of bridging distance for instant and secure money transfer across different regions. We created a number of these regional combinations, demonstrating our own abilities to bring regions together instantly as well as creating a huge amount of consumer interest and talkability. The front page of our ‘hybrid newspapers’ included editorial that directed consumers to a double page spread thematic ad explaining how to make the most of our offer.

Insights, Strategy & the Idea
Business Objective: Transfer 500 million rupees by first quarter. Communication Objective: Awareness 40%, consideration 20% Target Audience: Blue collar workers, working in cities and sending money back home; students, living in hostels receiving money from parents; domestic household staff sending money back home. Consumer Insight: “I want to do so many things in life but I can’t. I want to have more control (over financial matters)” This insight led to media neutral idea “Today was a good day” which is not a word, not a statement not even a phrase but a feeling which we were trying to capture through this offering. This media neutral idea reflects the brand proposition of a new form of convenience that gives consumers the freedom to change their lives and captures their feeling of leaving behind the difficulties and being more in control of their financial matters.