Quicko is a start-up brand in the Fintech category which focuses on E-filing of taxes and Income Tax returns online. A groundbreaking strategy which could have changed the face of internet banking by facilitating transactions online and eradicating the queue syndrome for the Indian audience.
The biggest challenge faced by Insomniacs was drawing the highest attention and awareness towards its targeted customers. Reason being it was firstly a start-up and secondly, it had several other competitors in the Fintex domain.
There was the absolute necessity of standing out as a brand as the E-filing date was nearing the deadline. The motive was drawing attention and raising awareness towards the targeted audience.
The requirement of the hour was coming up with a drastic and eye-catching campaign which will capture the attention and the eyeballs of one and all.
The third challenge came in the form of a dearth of digital footprints of the brand. Since Quicko was a two months old start-up, it did not have a great media presence or online brand reputation.
The last and the most important challenge was gaining the trust of the targeted audience for Quicko, an online portal which was dealing with their personal finances. The brand also did not have any creative or communication strategy in place.
For Quicko, Insomniacs came up with creatives which had a touch of humor and motivation but with the thrust of reality, which any normal man could relate to.
As the dates for e-filing neared the deadline the campaign had to be challenging and made into Something that would successfully create a lot of noise about the brand. Which is why we decided to come up with hard-hitting and relevant campaigns.
Thus was the birth of a strong campaign in the name of #RightToPayTax. Under this campaign, we brought renowned personalities like Roshan Abbas, Rajesh Kejriwal, Ayaz Memon and Mahesh Murty to speak about their right to pay tax as citizens of the country. The powerful communication was backed by strong personalities, who brought about a turnaround in the brand & in turn it subjected the brand into the limelight. A public service campaign targeted towards the Indian audience was educating them regarding tax paying as one of their chief rights.
After the entire line of communication, we saved the nuclear weapon for the last round of surprise to our competitors & wiped out their audience bank with the introduction of #ProudToPayTax. Under the campaign of #ProudToPayTax, opinionated kids were shown proudly claiming their right on public properties because they took great honor in their tax paying parents. The arrogance and the pride in the faces of the innocent kids became a rage on the social Media, and we found our names on the Economic Times by the end of the campaign.