Vodafone M-Power launched customer education drive to highlight benefits of bringing bank to mobile

Rolled out an extensive marketing campaign that addresses the challenges of last mile access to financial services

Ludhiana, March 20, 2015: Vodafone India has launched ‘M-Power’, a pan India customer education campaign that focuses on creating awareness about Vodafone M-Pesa mobile wallet service. Through this campaign, Vodafone aims to educate customers on the benefits on leveraging mobile technology to access the financial services in a Safe, Instant & Convenient way.

Relegating the days of long bank queues, travelling long distances and waiting for money to get transferred to the bank account, to the past, M-Power will highlight both the relevance and benefit of using M-Pesa mobile wallet services. It will primarily target the migrant pockets and engage with them through live demonstrations, interactive sessions, facilitating on- spot registration and money transfer.

Vodafone M-Pesa customer education campaign will be rolled-out in different markets in 3 phases which include Gujarat, Tamil Nadu, Delhi, Kerala, Kolkata, Karnataka, Andhra Pradesh, UPE, UPW, M&G & Mumbai. Three days education camp is being organised in urban slumps especially in pockets with women working as domestic help or small business like Parlours. In addition, Vodafone has organized Funday Activity to establish emotional connect with customers and educate them about benefits of m-pesa in an engaging and entertaining manner. An experience zone is also created in different markets to communicate the proposition of Vodafone M-Pesa.

This unique initiative is supported by an extensive advertising campaign that explains the ‘How’ of using M-Pesa. The differentiator of the campaign is the superlative claim i.e.  ‘M-Pesa is the most convenient way of sending and receiving money’.

Created by Ogilvy & Mather, Mumbai, Vodafone has introduced two television commercials that creates awareness of the concept and educates customers about the benefits of M-Pesa in an appealing manner. Apart from television, Vodafone’s M-Pesa campaign will be supported by print, radio, outdoor, cinemas and activation as touch points. Radio would play a very critical role in order to keep engaged with our target audience. Mediums like railway ticket branding and mobile integrations will help us reach out to our audience in more focused approach apart from 12 months activations programs through the year. 

Announcing the formal launch of M-Power across India, Suresh Sethi, Business Head M-Pesa, Vodafone India said ‘Mobile money transfer is in a nascent stage in India. Thus our marketing campaign focuses on creating awareness about mobile wallets and aims to position M-Pesa as the new Safe, Instant & Convenient way to transfer money. Activation programme play an important role in the marketing campaign, as above-the-line marketing is not enough to induce our target customers to use mobile money service. Hence the marketing campaign utilizes other mediums like on-ground activations, radio and cinema to help the potential target customers to see how the new service is both relevant and beneficial to them.’

BENEFITS OF USING THEIR ‘M-PESA’

•             Deposit and withdraw cash from designated outlets

•             Transfer money to any mobile phone in India

•             Remit money to any bank account in India

•             Make payments to recharge mobile, pay utility bills and for DTH service subscription

•             Shop at select shops

•             Participate in e-commerce/m-commerce