MOMS' IES takes Muthoot Fincorp's express 3 minute Gold Loan Campaign on-ground
The idea behind the new 360 degree campaign is to maximize the reach to males over 30 years and increase the brand recall and awareness amongst the consumers in Tier II towns. The on-going campaign started in the first week of December, and will continue until December end.
The Ground Campaign managed by Integrated Experiential Solutions (IES) -- a specialist division of MOMS and a unit of Madison World, is an extension of the communication proposition on media that aims to promote & bring alive the Muthoot Fincorp's new offer 'Gold Loan in 3 min'. The 20 day Road show covers than 20 towns in various cities across North India of Delhi, Punjab & Haryana
The DGM, Saumen Roy stated , "The challenge with the ground campaign was to make the brand presence felt & drive footfalls into the Branch besides educating the customers on the hassle free three minute processing and availability of the Gold Loan"
The specific aim through the ground initiative is of educating the consumers to interact with the consumers in their catchment areas near the branches and convey the speed at which the gold loan can be made available at Muthoot Fincorp as well as detailed knowledge on the services.
Finding a gold coin in a bowl filled with ornaments before the opponent was the key engagement hook on the canter to raise awareness on Express 3 Minute Gold Loan. The engagement was designed to check the speed of completing a particular task to convey the Express 3 Minute Gold Loan service. The activity was such that it also appealed to the women audience. Spot gratifications greatly increased the excitement amongst the winners. The audience is also given a chance to win a lucky prize via scratch card; the prize can be claimed by visiting the nearest branch.
Commenting about the campaign, a spokesperson from Muthoot Fincorp elaborates, "The main objective of this on-ground module is to extend campaign communication proposition & to convey the fast paced availability of gold loan in a world where small things in life take more time to get fulfilled when Muthoot Fincorp gives them a gold loan in just 3 minutes. The idea was to build brand awareness & connect to the TG in the catchment area through the campaign. We have taken the on-ground route to strike a chord with the consumers by tapping into their emotions. The stiff competition in the market makes it all the more important for us to communicate the advantages over competition. We wanted to enhance the knowledge of the TG, especially the traders about the benefits and the availability of a loan which can be procured & processed in just 3 minutes"
Commenting on the Campaign Success; Saumen Roy, Business Head, IES said: "Currently No. of people contacted in the past week have been 11,600 with hot leads being 7500 & branch walk-ins in the first two weeks of the campaign. Since Muthoot Fincorp competes with both established and growing players, it becomes essential for us to bring out the convenience and speed of processing the Gold Loan which sets it apart from others. The idea is to make a dent in the consumer mindset on the ease of fulfilling their dreams with Muthoot Fincorp 3 minute express gold loan".