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Campaign to Educate Masses of The Features of Central Railway’s Official Info App | Yatri

About the brand

Official Mumbai Locals Information app by Central Railway, Mumbai. Accurate | Reliable | Convenient

Objective

The major goal was to raise awareness among the target demographic about the Yatri App and how they can simply view ticket fare, train timetables and other services without any hassle

Category

Railways

Ingredients

Social Media Marketing

Case study subject

Creative Showcase

Medium

Instagram

Delivery Overview

Aim: To highlight the feature of mega block & other announcements of the Yatri app.

Thought Process: How convenient it would be to receive mega block alerts accurately? To make this communication relatable for our audience, we took the realistic approach to convey the message.

Results: Impressions: 1127, Engagement: 20.74%

Impact: Mumbaikars downloaded the Yatri App to get timely notifications about mega block alerts.

Aim: To promote the feature of Monorail timetable & details of the Yatri app.

Thought Process: With this feature, Mumbaikars can literally plan their commute from the comfort of their home. Hence, we chose a surreal route to make the visual eye-catching.

Results: Reach: 1.3k, Engagement: 12.04%

Impact: Users found a convenient way to plan their everyday commute.

Aim: To let the app users know accurate ticket fare before they start their journey.

Thought Process: Isn’t having a feature like this as good as having the ticket counter in your phone? Well, we tried doing the exact same thing using a vector-based approach.

Results: Impressions: 437, Engagement: 23.87%

Impact: Users of the app were able to find out how much their rail tickets costs.

Aim: To showcase different types of Yatris we see in Mumbai Locals.

Thought Process: For people who travel everyday in Mumbai Locals, they know at least one person who ends up being the caretaker of his fellow commuter’s belongings. Here, we used a relatable illustration to describe the same message.

Results: Impressions: 629, Engagement: 21.67%

Impact: Mumbaikars found this piece of content relatable and they tagged their fellow commuters that helped us get engagement.

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