The Brief: Generate awareness among Indian NRIs for Money2India - an ICICI Bank service that lets NRI's remit money to their family / relatives back home.
The Idea: We put the product benefits in terms that they, the NRI would relate to. We used familiar cornerstones of their new life abroad to convey the Money2India proposition. For example, they'd just be enjoying cars with GPRS, instead of having to ask for directions like they normally would back home. We related the product's online tracking facility to this. They'd be enjoying fast food. We related this to the fact that they could remit money in a couple of minutes. They are finally driving fast cars they only dreamt of here in India. We related this to the speed proposition.
The Idea: We put the product benefits in terms that they, the NRI would relate to. We used familiar cornerstones of their new life abroad to convey the Money2India proposition. For example, they'd just be enjoying cars with GPRS, instead of having to ask for directions like they normally would back home. We related the product's online tracking facility to this. They'd be enjoying fast food. We related this to the fact that they could remit money in a couple of minutes. They are finally driving fast cars they only dreamt of here in India. We related this to the speed proposition.
No comments:
Post a Comment