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Paypoint: work by MarketinCrew
Paypoint
PayPoint runs a retail agent network across India. Local shop owners sign up as service points and offer banking, pension enrolment, mobile recharges and bill payments over the counter, which turns a neighbourhood shop into a small branch.
- 01How they came inAn audience that is not the general public. The people who need convincing are shop owners deciding whether a counter service is worth their time.
- 02What we took onThe campaign design that speaks to those agents, in the language they actually use.
- 03How it runsRecruitment pieces run in Hindi and lead with the offer, turn your shop into a digital bank. Product pieces put the commission rate in the biggest type on the creative, because that is the number an agent is deciding on.
- 04Where it standsA blue, yellow and white set covering agent recruitment, commission announcements, product updates and recognition posts for top-performing service points.
Campaigns and posters
Agent-facing artwork. Hindi recruitment lines, commission rates set in the largest type on the frame, product updates, and photographs from felicitation events for the network's top performers.
“Apni dukaan ko digital bank banaye.”
PayPoint campaign line
Photography
Asked about this work
Why is the copy in Hindi?
Because the audience is shop owners, and the recruitment pitch only works in the language the decision gets made in.
Why is the commission rate so large?
It is the number the agent is deciding on. Everything else on the creative is supporting detail.
What are the felicitation posts for?
Recognition of top-performing service points. It gives existing agents a reason to stay active and new ones a reason to join.
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