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Celebrating 10 years of a key product through a human-first campaign
Our Expertise
- Thought leadership
- Solution 2
- Solution 3
There is nothing like the power of celebrating years of hard work and success
Enriching the lives of 2 billion people, Mahindra Comviva is the global leader of mobility solutions catering to ‘The Businesses of Tomorrow.’ A subsidiary of Tech Mahindra, their extensive portfolio of solutions spans digital financial services, customer value management, messaging, and digital lifestyle services.
To celebrate their journey, Comviva consolidated their achievements and decided to celebrate their wins proudly. With the Mobile World Congress around the corner, it was the right opportunity to amplify the buzz of their ten years of success.
Planning and Execution
To mark the occasion of completing ten years, Comviva, in association with FrogIdeas, strategized a cohesive, integrated marketing campaign. Keeping the core audience in mind, transformational stories were picked and curated to feature through their campaign. Giving their success stories a platform, Comviva, in partnership with FrogIdeas, planned and deployed a microsite, 10yearsofmobiquitymoney.com. Further reaching out to the masses, amplification was also planned on social media to create a buzz about the impact of Comviva in the lives of people across the nation.
Step 1
Curating content
Comviva decided to create a Coffee Table Book, highlighting stories of under-banked people whose lives were transformed by mobile money. This book spotlights 28 people whose lives were transformed, stories from 19 countries, 22 customers, and 30 customer testimonials from C-suite executives.
Step 2
Comviva and their agency partner, FrogIdeas, created the 10yearsofmobiquitymoney.com microsite to consolidate their story in the digital world. The microsite featured 28 heartfelt stories of people from various brackets, including farmers and women, underlining how Comviva’s mobile money offerings transformed their lives for the better. The microsite also had a digital version of the Coffee Table Book for viewers to download.
Step 3
Launch of the Coffee Table Book during Mobile World Congress 2018
Comviva and their agency partner, FrogIdeas, created the 10yearsofmobiquitymoney.com microsite to consolidate their story in the digital world. The microsite featured 28 heartfelt stories of people from various brackets, including farmers and women, underlining how Comviva’s mobile money offerings transformed their lives for the better. The microsite also had a digital version of the Coffee Table Book for viewers to download.
Step 4
Post-Launch Sustenance
To sustain the campaign’s buzz, hard copies were sent to all the C-Suite executives of Comviva’s global customer base.
The microsite was then aggressively promoted on LinkedIn, Twitter, and Facebook – both organically as well as through targeted paid advertising to garner relevant leads on our digital Coffee Table Book downloads. While Facebook and Twitter were utilized to reach out to the human side of the audience, LinkedIn was leveraged to connect with the audience’s business sentiments by presenting the impact in terms of scalability.
129.3 million potential audiences were hooked on to the stories of impact that Comviva had managed to create. 600 esteemed and well-known media houses covered the campaign in various languages. Comviva also saw a massive digital boom with over a million impressions across multiple platforms, thereby driving higher brand awareness.
As a result of the campaign, the brand also connected with multiple C-Suite leaders from across the industry, driving qualified leads. The high-impact stories surrounding the campaign grabbed the eyeballs of millions across the globe and inspired new conversations around the brand and the campaign.
