Vodafone M-pesa: As good as handing over the money yourself

New campaign by O&M positions Vodafone M-pesa as a fast, safe and easy way of transferring money

by exchange4media Staff
Published: Jun 5, 2014 7:50 AM | 1 min read

Vodafone M-pesa: As good as handing over the money yourself

Vodafone mpesa, Vodafone's mobile money transfer service is aimed at a convenient and safer alternative. Vodafone M-pesa started its journey in India just 18 months ago and was quick to achieve a pan-India footprint by April 2014. Today, there are over 1.2 million Vodafone M-pesa customers in India, served by over 60800 M-pesa outlets.

Brief to the agency O&M was to launch Vodafone M-pesa, a revolutionary new way of money transfer. Position it as a fast, safe and easy way of transferring money.

Concept behind the campaign was they summarized the product benefits of M-pesa under one campaign idea – It’s as good as handing over the money yourself.

The campaign explored various relationships where transfer of money takes place to highlight that M-pesa is as quick, safe and convenient as handing over the money yourself.

A 360-degree campaign is designed to appropriate 'Apne haathon dene jaisa’ proposition across print, OOH, radio and on-ground support activities.

Details of the campaign: Vodafone m-pesa is a 6 week long campaign to run during June – July 2014.

You can watch the ad here: