CRED | IPL campaign
Instagram launch strategy for CRED’s peer-to-peer payment feature and annual IPL campaign.
Social Media /
CRED launched its peer-to-peer payment feature during the IPL season, thus making that the central theme for this year’s IPL campaign. The work we created focused on reiterating that CRED’s peer-to-peer payment on experience was elevated, thus reserving it only for special occasions.
Five cricket flairs were hidden across CRED’s Instagram and vigilant viewers who spotted all five stood a chance to win tickets to the Tata IPL matches.
Bringing peer-to-peer to Instagram Live, we crafted a looping Rube Goldberg mechanism that hid transaction receipts at different locations. Attentive viewers who spotted the receipts were rewarded with a collection of prizes.
Multiple high-value rewards were curated for the campaign with the giveaway construct being themed around peer-to-peer interactions both on Instagram as well as the CRED app.
Building on an IP developed for the Tap to Pay campaign, a product usage guide was developed in the form of a comic.