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Maxus was briefed to launch Easy Paisa - a brand new Money Transfer service. But to stand out in a crowded market, it needed a different and compelling creative idea. An idea that illustrated how Easy Paisa has the power to bring two places together in a cash transferring instant.
Easy Paisa knew that its customers were mostly migrant workers sending money back home. So, it made sense to create newspaper wraparounds featuring front pages from two different papers, from two different regions, in two different languages.
This 'seeing double' image was accompanied by the campaign line: 'The easy life begins with bill payment through a mobile highlighting instant money transfer across different parts of the country. In addition, the campaign worked well on TV. A split screen device was used to highlight two different regions and money was shown transferring between the two.
Following the launch, awareness went up 93% and 46% of people said they would consider using Easy Paisa.
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