bKash

Digital Experience- Age Recharge Taka Pore

BACKGROUND

When bKash introduced its option for Recharge Now Pay Later, customers needed to be made to deviate away from the telco brand-owned habit of Emergency Balance and educated about the feature with immersion and self-discovery.

OBJECTIVE

Snatch away and claim the space of emergency balance from telcos through bKash’s feature of Recharge Now, Pay Later.

Idea

Make people hack telco ads and turn them into bKash ones through an immersive mobile-AR experience. The experience needed to use telco creative assets as markers to trigger visuals that morph into revealing a bKash communication. It needed to be customized for each asset and made functional for each user device..

EXECUTION

  • Analyze and craft datasets of each telco creative assets with AI (image processing).
  • Craft and develop a platform to land users and trigger visuals.
  • End-to-end creation of AR platform with enhanced usability.
  • Modeling of interface across adaptable sizes and user placements.
  • Test and develop system to be seamless across Android and iOS devices.
  • Develop customized communication and visuals for each creative asset as marker.
  • Native user interface integration for shareability.
  • Making it available throughout digital media and social platforms.

RESULT

≈ 85K platform users More than 400k interactions ≈180k high intent actions 1 mn seconds interaction 3.1K Organic Outbound Activity