Product: Phone Pe
Placement: Full front page Ad on Times of India all edition on 25th March 2019
Tag line: The one app for all your needs
Purpose: The main purpose behind the advert is to generate more downloads of
the app and let the population know about the features of the app i.e. just how secure,
safe and easy it is to use the app
Visuals:
- Vector
- Grandfather and son where son is showing the app on his grandads’ phone
- Major colour used is the Purple colour of the product to highlight the significance of the app and make the consumer subconsciously attentive to the product
- Download link given so that consumers can easily download the app
- To build trust for net banking ‘Built on BHIM UPI’ mentioned to give the app a trust symbol that it is made with the norms of the Government
AIDCA analysis:
A for Attention
The advertisement grabs attention due to its placement as the front
page full page ad of Times of India. Making it the first thing that the readers see
when they hold the news paper. So that once the newspaper is held the first thing that the reader
see is the advert. on Phone Pe.
I for Interest
The advertisement is about a mobile banking app that lets you do all
kinds of transitions on one platform. The advert it self says so creating an
interest in the readers mind on.
D for Desire
To fulfill the desire the advert in its visuals 'through the use of vectors and text' state that the app is
safe and secure, has instant transfers: bank-to-bank, no wallet top up is required and further it has already been
accepted by over 3 million merchants. All the more showcasing how user friendly and
secure the app is.
C for Conviction
To show conviction the advert shows a child using the app on his
grandad’s (played by Amir Khan) smartphone. The purpose behind this being to show how easy it is to use the app
for all age groups.
A for Action
To call for action the advert states an
incentive for users who download and use the app The incentive being that the
users could win a trip to England and get to see India play. Since
cricket is a huge attraction among the Indian population this is a neat way to
attract more customers and achieve a bigger customer base.
#PhonePe means total protection!— PhonePe (@PhonePe_) March 25, 2019
Watch why Daddu only trusts PhonePe for all his UPI payments.
Click here to find out more > https://t.co/VXTVOh8l9m pic.twitter.com/OBmXM5RuJA
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