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CRED | Tap-to-pay campaign

Instagram launch strategy for CRED’s NFC-based payment feature.
Social Media / 

For the launch of CRED’s Tap-To-Pay feature, we had to come up with ideas for their instagram that would create hype before the launch, engagement during launch and keep the chatter alive much after its launch.

Dramatic depictions of the death of the wallet were used to tease the launch of product. This included setting the wallet on fire, live on instagram.

A psuedo-interactive fighting game harnessing the tap gesture on Instagram stories. Old payment methods were personified to take the form of the antagonist.

A product usage guide in the form of a comic was created, that was then adapted into an IP for future launches as well.