Objective

Highlight casual Money Transfer Moments with the easypaisa P2P Money Transfer Feature.

Challenge

Within a limited budget, maximizing reach and establishing the use case for the TA that does not see a clear need for our use case and is happy using cash.

Solution

Digital led campaign with an objective of acquiring an optimal share of presence during PSL season; high impact launch followed by retargeting the audience with shorter adapts to ensure message is fully registered. Television and Radio used as support media by seeding conversations within existing content to sell the money transfer solution in a seamless and natural manner.