How We Made Car Hailing Investment Possible for Low and Mid-Income Earners.
Client: Abode
Project: Ride hailing co-ownership Campaign
The popular opinion on growing wealth is to invest in appreciating assets, as good as this sounds the entry capital becomes a barrier to the low and mid-income class which further discourages people in this category from going after their dream of growing rich.
Abode is a fractional asset ownership platform that allows different people in different income class to co-own appreciating assets for investment sake. The Big questions how do we encourage people who fall into this asset class to invest in this?
The Challenge: Redefining the Investment Landscape
Most of the targeted demography does not see the possibility of investing together with severally basically because of the security which is traceable to the rise of scammers who camouflage to be an investment company and end up swindling the said audience.
This experience helped us narrow down the challenges to solve
Sell the Idea of Car co-ownership
Avoid the word investment in the communications
The Solution: Leveraging the power of a community in Financial Freedom
Messaging: We had to answer the question of why they want to invest and we noticed they all wanted to become financially free but could not afford the entry fee, we decided to focus the messaging on leveraging a community to build wealth and also make Financial freedom a journey, hence the reason for the theme Ride Along. The messaging was a fusion of Community, Journey and financial freedom.
Visuals: We used group real-life imagery to represent the community and we incorporated the use of tarred roads, paths and trails with cars to represent the financial freedom journey and subtly show the car-hailing product.
Campaign Blitz: This campaign was strictly on social media
The Tone: We kept it fun, engaging, and relative to the present realities. We also did not announce the product till the event launch date.
The Big Idea: "Ride Along"
This phrase was basically to show that financial freedom is a journey that should not be done alone and encourages the people to join the ride with Abode as the best driver to the set destination.
The Results - Numbers Don't Lie
500+ Attendees (Virtual Launch) | N25MillionProduct asset value | Over 50% sold out within the first 3 weeks |
What's your Ride Along?
Contact us today, and let's chat about how we can create a campaign that resonates with your target audience and delivers exceptional results. Just like we did for Ride Along.
Komentarji