The brand has collaborated with grocery delivery app Zepto to spotlight its reward system. But there’s another thing that people dread now – their appraisals.
slice, an app-based MasterCard challenger, has launched a marketing campaign to specialize in young professionals during their appraisal time. As part of the campaign, when customers place an order on the grocery delivery app Zepto, they’ll receive a little purple envelope along with their order.
In line with the ‘Expectation versus Reality’ meme, the text written on one side of the envelope reads, that the patrons will find a packet of peanuts inside the envelope. The other side of the envelope reads, “We can’t provide you with better hikes, but we can provide you with better rewards.”
Following that’s a call-to-action to scan a QR code to download the app. slice capitalized on the oft-repeated lament of Indian millennials about poor appraisals and bonuses and made a light-hearted joke about it while reinforcing its USP of instant rewards.
As an element of the campaign, when customers place an order on the 10-minute grocery delivery app, Zepto, they receive a little purple envelope along with their order.
Customers who use the Zepto 10-minute grocery delivery app will receive a little purple envelope with their order as part of the campaign. The envelope, which uses the ‘Expectation vs. Reality’ concept, has print on one side that reads:
“Expectation: A 25% hike this appraisal season.
Reality: (Check inside)”
When the customer goes on to open the envelope, they find inside a packet of… peanuts.
The flip side of the envelope reads, “We can’t provide you with better hikes, but we’ll provide you with better rewards.” When the customer goes on to open the envelope, they find inside a packet of… peanuts.
The flip side of the envelope reads, “We can’t provide you with betterQR_code hikes, but we are visiting to provide you with better rewards.” Following that’s a call-to-action featuring the road “Scan to urge rewarded” along with a QR code, which leads the customer to download the app.
Since Indian millennials often lament poor appraisals and bonuses, slice capitalized on the likelihood through this clever and humorous campaign to form a light-hearted joke about it while reinforcing slice’s USP of instant and exciting rewards.
