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
In 25 years, Angel One has shifted from a traditional stock-broking firm to a digital-first fintech brand, recently upgrading its mobile platform with a revolutionary app. This app reflects Angel One's commitment to cutting-edge innovation, reimagining the 'investing' app by integrating diverse financial services into a single, accessible platform. The SuperApp, featuring user-friendly interfaces, secure transactions, and AI-driven tools for personalized investment advice, caters to both seasoned and novice investors. This transformation positions Angel One as a fintech pioneer, offering a unique, comprehensive solution for various investment needs. Our goal was to establish Angel One as the ultimate SuperApp for investing, requiring a breakthrough in a crowded industry. Recognizing common issues faced by investors, our campaign highlighted the SuperApp's strengths in addressing concerns like slow platform speeds and data breaches. Angel One's SuperApp stands out with its rapid, secure, and reliable platform, effectively differentiating itself in the market
Objective
The primary goal of the SuperApp campaign was to establish Angel One as the Investing Specialist SuperApp for Indian investors, aiming to enhance brand consideration and key brand imagery parameters. Despite challenges in a competitive market and the complexity of positioning Angel One as #IndiaKaSuperApp, confidence in the SuperApp's unique capabilities remained unwavering. Faced with hurdles such as a prior absence from the media landscape and the task of claiming leadership in a competitive category with challenges in brand recall, we pressed forward. Confidence in the SuperApp's transformative prowess persisted, considering it a true Purple Cow in the industry. Despite challenges, a steadfast belief in the product's game-changing potential fueled our pursuit, 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 address this, we launched the #SuperIsHere campaign
Strategy
Angel One's strategy centered on positioning itself as the default platform for investors by addressing the market lacuna in the "Experience-Value Equation." The 2-pronged campaign approach focused on delivering a delightful investing experience, maximizing benefits through interventions, and providing an intuitive platform for navigating market complexities. To achieve this, our targeting involved recognizing the evolving landscape of SuperApps in India and strategically positioning Angel One as the "Investing Ka Specialist Super-App: SuperApp Made for Every Indian." This strategic decision was inspired by the rise of SuperApps and the identification of a unique opportunity to cater specifically to Indian investors. Media Mix was curated keeping in mind our target audience of Gen Z & Milennials residing in Tie2,3 & 4 markets. The campaign was designed to showcase the app's superior features through various channels, ensuring a comprehensive reach across the target audience.
Data
Data played a pivotal role in informing our strategy. We leveraged insights to understand the market dynamics, the competitive landscape, and the specific needs of Indian investors. Through data analysis, we identified the market lacuna in the "Experience-Value Equation" and recognized the potential to claim leadership by providing a superior investing journey. Data also guided our understanding of consumer behavior, preferences, and expectations in the evolving SuperApp ecosystem. This information influenced our decision to position Angel One as a Specialist Super-App for investing, aligning with the preferences of the target audience. Moreover, data insights were used to refine our communication strategy, ensuring it resonated with the audience's preferences and expectations. The campaign's success was underpinned by a data-driven approach, allowing us to make informed decisions that addressed specific challenges in the market.
Solution
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)
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. Source includes: Kantar Brand Health Track, YouTube BLS, Internal Angel One Analytics Data
