With the launch of this campaign the company aims to educate customers on the benefits on leveraging mobile technology to access the financial services in a Safe, Instant and Convenient way.
M-Power will highlight both the relevance and benefit of using M-Pesa mobile wallet services. It will primarily target the migrant pockets and engage with them through live demonstrations, interactive sessions, facilitating on- spot registration and money transfer.
Vodafone M-Pesa customer education campaign will be rolled-out in different markets in 3 phases which include Gujarat, Tamil Nadu, Delhi, Kerala, Kolkata, Karnataka, Andhra Pradesh, UPE, UPW, M&G & Mumbai.
Three days education camp is being organized in urban slumps especially in pockets with women working as domestic help or small business like Parlours. This unique initiative is supported by an extensive advertising campaign that explains the ‘How’ of using M-Pesa. The differentiator of the campaign is the superlative claim i.e. ‘M-Pesa is the most convenient way of sending and receiving money’.
Officially announcing the formal launch of M-Power across India, Suresh Sethi, business head, M-Pesa, Vodafone India said, “Mobile money transfer is in a nascent stage in India. Thus our marketing campaign focuses on creating awareness about mobile wallets and aims to position M-Pesa as the new Safe, Instant and Convenient way to transfer money. Activation programme play an important role in the marketing campaign, as above-the-line marketing is not enough to induce our target customers to use mobile money service. Hence the marketing campaign utilizes other mediums like on-ground activations, radio and cinema to help the potential target customers to see how the new service is both relevant and beneficial to them.”