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What are we even Talking?
Let’s talk about campaigning. Campaigns either small or big need a 360-degree look. It might be easy in the front end but in the back end, it has a lot of creative, analytical & forecasting capabilities involved.
In other words, campaigns are complicated even for the experts as they involve both art & science at a very high level.
Brand Campaigns & More
While talking about the campaigns, we talk a lot about social media campaigns up to a level where people are mostly exposed to. Commercials are in the major league & not everyone gets exposure to them due to obvious reasons.
Beginning from the concepts, planning, budget, expertise & confidentiality to have a competitive advantage, everything is all a part of the commercials. It is hard to learn from the books also, it is hard to earn the opportunity to work on such projects until you get relevant experience.
This is the perspective of a branding guy & the perspective of the brand owner is completely similar but they are majorly concerned about the reputation, budget & results without much involvement in the campaigns except for the regular things.
If a branding guy & the brand owner worry about the same thing, then the campaign is a blockbuster.
We are going to talk about one such startup that has been so good at its concepts & delivering the message clearly & targetting perfect audiences with its ambassadors. CRED it is.
The concepts of their product promotions, target audiences & stars are inline with the message they wanted to deliver. Let’s see how they nailed it.
CONCEPT 1: Not everyone gets it
The purpose of the ad is clear that they wanted to find an ambassador for their ads & have a subliminal message delivered with it related to cashback rewards for bill payments through CRED.
In their own words,
We didn’t think it would be this hard to find a star for our ads. Then again, one finds it hard to believe we give rewards for every credit card bill payment. Is this description an ad as well? If reading this makes it feel like an ad, then sure.
Multiple commercials with multiple stars were delivered the right message & were a success. You can see all the commercials in the video attached below.
It is when the CRED has bagged the official partner tag for the most anticipated high-octane sports event of Cricket, The IPL 2020. It has been a great platform for the startup & was not using the commercials of ambassadors. But by showing the users on the screens where the live match is on.
The concept is, the users who pay their credit card bills during the match time, the lucky winner will be allowed to watch the live match virtually & the whole world can see them on the screens.
The team also raised a funding of around $80 mn making it to the valuation of $800 mn within 2 years of the inception.
CONCEPT 2: It pays to be good
Then they came up with the concept. It pays to be good focusing on the on-time bill payments will be rewarded and avoid penalties as well.
In their own words,
Some believe that there’s no upside to being good. CRED members disagree. Rightfully so.
It is not that great conveying the message or any few social media complaints against the platforms criticizing the platform or maybe anything else led the campaign stopped at a single video since december.
CRED links that might help you:
Irrespective of the positive /negative responses from the crowd, the ad agency worked well in conceptualizing the commercials & their output. While the brand ambassadors all are mainly the superstars of the 90s where their target age group will be the audiences who won a credit card i.e., mostly 30+ years age group.
Also, another highlight is it should be related & embraced by the new-gen by just having the voice-over by the director in the commercials. Even, every ad ends with the rejection of the stars that ads pun to the whole concept making it more appealing to the upcoming credit card owners.
What do you think about cred campaigns & which brands do you think have performed well through their campaigns in 2020. Do share the details in the comments section.
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