Easypaisa offered an entirely new way for Pakistanis to bank, with no branches and an emphasis to using the telephone; we offered a paradigm shift in the way that everyday financial transactions are done.

In launching this new way of banking, we needed to educate the masses about the benefits of our products while delivering communications that were simple yet had the potential to reflect the energy of our brand while cutting through the clutter.We focused our efforts to launch day and on that day quite literally became headline news. We changed the front-page layouts of all the leading Pakistani newspapers, creating a new headline space especially for Easypaisa. Easypaisa headlines discussed how life was about to become easier for 170m Pakistanis because of the launch of branchless banking. Our front-page space then directed consumers to an inside front-page ad which educated them about the offer details.

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)