In a country where the use of cash predominates, persuading a nation to alter its payment habits poses a considerable challenge. Yet, this is precisely the challenge Switch embraced when launching its 360 campaign aimed at revolutionizing bill payments in Iraq.
Collaborating closely with the Ministry of Electricity, Switch devised a strategic plan to introduce a new method for paying electricity bills. This involved leveraging the ministry’s application and point-of-sale (POS) devices available in their directories.
The key to our approach lay in understanding and addressing the daily challenges faced by our target audience. By presenting a solution through a clear and locally resonant message, we aimed to facilitate the transition to a more convenient payment method.
The results of the campaign were nothing short of remarkable. In its initial two weeks, we witnessed a surge in app downloads, with over 21,000 users embracing the convenience of the Switch platform.
Our 360 campaign, titled ‘Why The Hassle? It’s In Your Phone!’, resonated deeply with consumers across Iraq, offering a compelling solution to the cumbersome process of bill payment. Developed in collaboration with the esteemed ad agency, Brodmann, our campaign spanned various channels, including digital platforms and out-of-home advertising, ensuring maximum visibility and impact.
At the heart of our campaign was the recognition that real change begins with simplicity. By streamlining the bill payment process and placing it directly in the hands of consumers through their smartphones, Switch empowered individuals to take control of their finances like never before.
The Ministry of Electricity’s endorsement of our initiative further bolstered its credibility and trustworthiness among the Iraqi populace. Together, we demonstrated how innovative technology can revolutionize traditional practices and pave the way for a more efficient and convenient future.
But our journey doesn’t end here. As we continue to witness the positive impact of our campaign, we remain committed to driving further innovation and fostering financial empowerment among the Iraqi people.
With Switch, paying bills is no longer a hassle – it’s as simple as tapping a button on your phone. Join us in embracing the future of payments and experience the convenience firsthand. Together, let’s make every transaction a seamless and effortless experience.
