Summary
Revolutionize Investing with Angel One SuperApp An App That Powers Every Indian Investor With Personalization, AI-Powered Security and Always-On Feature is set to revolutionize the experience of investing for every India. Our communication model of Hero Hub Hygiene model has ensured that our superior product is positioned to be #IndiaKaSuperApp for all things finance.
Challenge
The prime objective of the SuperApp campaign was to establish Angel One as the Investing Specialist SuperApp for every Indian investor. This singular focus aimed to drive brand consideration and move the needle on key brand imagery parameters. Faced with the challenge of making a mark in a competitive market and enhancing brand recall, we remained confident in the SuperApp's unique capabilities. Challenges also surfaced in the aspiration to position Angel One as #IndiaKaSuperApp for Every Indian Investor. A preceding absence from the media landscape and the intricate task of claiming leadership in a competitive category with challenges in brand recall and reach added layers of complexity. Confidence, however, remained unshaken, fueled by the conviction in the SuperApp's transformative prowess—a true Purple Cow in the industry. Despite challenges, steadfast belief in the product's game-changing potential fueled the pursuit. The aim was not only to meet business and marketing objectives but to redefine the narrative of investing for every Indian investor, solidifying Angel One's position as a pioneer. To tackle this challenge, we launched the #SuperIsHere campaign, announcing to everyone in India that the SuperApp Revolution has begun. Angel One's SuperApp is now here, so get ready for it!
Objective
Angel One has evolved from a traditional stock-broking firm into a digital-first fintech brand over the last 25 years. The Fintech brand has also revamped their mobile platform with a Ap. This app epitomizes Angel One's commitment to state of the art innovation. It's a complete reimagination of the ‘investing ‘app, which integrates various financial services into a single platform, making investing more accessible and intuitive. With features like user-friendly interfaces, secure transactions, and personalized investment advice through AI-driven tools, the SuperApp caters to both seasoned investors and newcomers. This transformation has made Angel One a pioneer in the fintech space, offering a unique and comprehensive solution for a wide range of investment needs. We wanted to establish Angel One as the definitive SuperApp for investing, a challenge that required us to be clutter-breaking in a crowded and competitive industry. Recognizing the common issues faced by investors and traders, such as slow platform speeds, laggy interfaces, and data breaches, our campaign focused on highlighting the SuperApp's strengths in addressing these concerns. Angel One's SuperApp offers a solution with its speedy, secure, and reliable platform. Our multi-channel campaign communicated these key attributes, effectively differentiating our offering in the market and positioning
Strategy
The New & Improved Angel One App provides a seamless, secure & reliable trading experience for users. Now, the task at hand involves breaking the category clutter and becoming the default platform for Investors, in a sea of competitors such as traditional brokers, fintech firms and bank-based brokers. The industry consists of varied players ranging from Discount Brokers like Zerodha to Bank-based Brokers like HDFC Securities to Full-Service brokers like Motilal Oswal through a certain combination of Experience, Information & Expertise. We identified a Market Lacuna in completing the "Experience-Value Equation" The combination of Experience & Value is a big category vacuum to own with the Angel One SuperApp. This involves a three-pronged approach to the communication hook for the campaign. I. Providing a Delightful Investing Experience, II. Interventions to maximize Benefit & III. An Intuitive platform to navigate market complexities. How did we bring this alive? India Is a Leader's Market. But Leadership isn't handed on a platter. Therefore, we claimed the leadership position to establish a new world order in the world of investing. Indians were witnessing the rise of SuperApps, broadly categories into Generalist SuperApp & Specialist SuperApp. From this strategic plank we found our opportunity to become Investing Ka Specialist Super-App: SuperApp Made for Every Indian Our Creative Hook: Angel One Super App For Smart Investing An App That Powers Every Indian Investor With Personalization, AI Powered Security And an Always On Platform Several Platform were used to reach out to our target audience including TV (Business 7 General News, Money Control Roadblock, YouTube Masthead, PayTM & Flipkart DSP, TOI Roadblock, OTT (JioCinemam SonyLIV, Zee5) Meta & Connected TV)
Data
The Angel One SuperApp campaign showcases a transformative journey in the fintech space that announced #SuperIsHere, achieving substantial recognition and success. The campaign helped drive consideration for the brand at a significantly higher rate than the industry benchmark, while also equally contributing towards organic growth. The results speak volumes, with a notable increase in total awareness and a remarkable surge in consideration scores. The campaign's three-pronged approach to the "Experience-Value Equation" effectively addresses market gaps. Winning the Best Product Re-launch Award at the ET Brand Equity DigiPlus Awards 2023 is a testament to the campaign's impact. The provided creative assets, including the Campaign Film and Display Creatives, offer a visual journey into the SuperApp's revolution. The success story of Angel One SuperApp is not just about achieving business objectives; it's a narrative of redefining the investing experience for every Indian investor, establishing Angel One as a pioneer and #IndiaKaSuperApp.
Solution
Results
Angel One SuperApp has not only achieved its goals but has also earned recognition, including the Prize for Best Product Re-launch at "ET Brand Equity DigiPlus Awards 2023". Post the campaign, Angel One's Total Awareness increased by 11% points, while our Top 2 Box consideration score spiked by 37% points. The impact of our campaign was significant, with Angel One's Total Awareness increasing by 11% points. More notably, our Top 2 Box consideration score surged by an extraordinary 37% points, a figure that far exceeds the average norm in our category. This remarkable spike, which was our annual KPI, was achieved just within a quarter. This success is a testament to the effective combination of our media mix, targeted approach, and the creative articulation of our campaign. We also achieved the following with the SuperApp Campaign ● 45% growth in monthly avg. search trends from May to Sep'23 ● 47% growth in monthly avg. organic brand keywords from May to Sep'23 ● 0.9% lift in Ad-Recall & 1.1% Lift in Consideration from the YouTube BLS Study All the marketing collaterals created during the campaign highlighted the brand aspirations.
