if you had all the time,
what would you do?
easypaisa is Pakistan’s biggest cashless payment app. But easypaisa’s behaviourial Heatmap Test revealed that consumers only saw it as a money transfer app. It’s so much more than that!
It’s a lifestyle app that you can pay bills with, recharge your phone, even have insurance and a savings plan.
Challenge? Little awareness.
Goal? Educate consumers about the versatility of easypaisa
What was easypaisa's repositioning?
From SEC C and below audience, to what we love calling ‘Zillennials’.18 - 38, SEC A + BWorking professionals, freelancers, tech-savvy, trust online banking, want ease and convenience, value their time.
What was the consumer pain point?
In Pakistan, cash is king. Which means getting things done is tedious and time consuming. Very, very frustrating for Zillennials.
What does the tagline: ‘Live Easy’ signify?
If I could manage my money with ease, I would lead a more fulfilled life.” Money management is the last thing stressing me out.
Finding a creative space
1
Anyone can do it
An e-wallet so simple, anyone can do it. Your poor grandma, your conspiracy theorist cousin who thinks the governement is tracking you, your old school dad who likes doing things the old school way.
2
Taking control
Amplifying the villain - what happens when you lose control of the day. Showcasing worst case scenarios that can just be avoided thanks to easypaisa.
3
Time is money
The app is so easy and convenient, it gives you your time back. So much time, you can even waste it. A 6 hour spa day, binge-watching for 10 hours - definitely better than standing in lines at the bank
Leveraging the creative space of ‘Time is Money’, how did the idea of the campaign come about?
Films were created of Zillennials doing mindless, ludicrous hobbies, because of the excessive time they now have, thanks to the ease & convenience of easypaisa. The films end with a cheeky question: When easypaisa will do everything for you, what would you do with your free time?Anything!
How did you make use of the app insights for this campaign?
Consumer insights were derived from app data provided by easypaisa. Insights included most popular uses cases, session time and drop off, and issues faced with key products such as Savings plan. This data was baked in to storytelling.
Did you use a creative hook?
Exaggeration. The humour was baked right in. If you had time, what would you do with it? The most absurd, the most mindless, the most bizarre.
The Campaign
Film 1 | Creating new account
When creating a bank account is a matter of taps on the easypaisa app, what will you do with your free time? Dance around the house like it’s your own personal concert or make your own beach setup.
Film 2 | Savings Plan
When getting a savings plan is so hassle-free with easypaisa app, what will you do with your free time? Pretend your astronauts in your own living room, of course!
Film 3 | Insurance
When you’re not wasting time worrying about how to get insurance, you can cosplay to be Mortal Combat fighters.
Film 4 | Mobile Recharge
You’ve got free time on your hands? Become a pet-niss influencer with your dog! Run out of mobile credit in between your pawsome live stream? Recharge in seconds with easypaisa.
Film 5 | Bill Payment
When you don’t waste time standing in lines and pay your bill swiftly online with easypaisa, you can go ahead and make the worst-sounding music band of all time. because you can.
the results were very special. it made the audience look at the app differently
User base growth
43%
increase in app installs
42%
surge in Savings users
9%
increase in Bill Payment users
User
engagement
145%
increase in users ordering food through the app
brand
perception
3%
increase in TOM
4%
increase in brand recall
digital
impact
273M
impressions
21M
views
2.8M
clicks