Objective

Drive conversations and usage around a limited time ‘eidipaisa’ feature on the easypaisa app.

Challenge

Drive maximum traction in a turbulent and uncertain socio-political landscape (COVID-19 and PIA plane crash) and within a tightly confined campaign duration.

Solution

Curated a Digital heavy campaign with a dense PR leg to increase mentions, create conversations around the use-case and increase video views for 5 days leading up to and including the first two days of Eid. Influencer marketing allowed audiences to become familiar with the user-friendly feature of eidipaisa and synced well with the #stayhomestaysafe narrative for COVID-19 prevention.