MySeva: 15K leads in the first three months of a credit card launch
Finance House Group launched MySeva, a sensitive credit card tied to Abu Dhabi's new Mandir temple, without leaning on the parent brand. An on-ground temple launch, a dedicated product site, influencer outreach, OSN airtime during cricket, featured articles and targeted SMS generated 15K leads in the first three months and collected 30K contacts.
The challenge
Finance House Group needed to launch MySeva, a sensitive credit card tied to Abu Dhabi's new Mandir temple. Because of that connection, the product had to be introduced with care and respect for the community it served. It also had to stand on its own, without leaning on the parent brand, which meant building recognition and trust for a new name from the start rather than borrowing awareness the group already had.
The objective
The objective was maximum sign-ups from precisely the right audience, both online and offline. Reach alone would not be enough for a product this specific: the campaign had to find the people the card was designed for and make it easy for them to register their interest wherever they encountered it.
Our strategy
We designed an integrated launch that met the audience in person and online. The on-ground temple launch included a raffle, which gave visitors a simple, engaging reason to share their details on the spot. A dedicated product site gave MySeva its own home, separate from the parent brand, where people could learn about the card and sign up. Influencer outreach brought trusted voices from the community into the conversation.
Media choices followed the audience. OSN airtime during cricket placed MySeva in front of viewers at moments they were paying attention, while featured articles explained the product in more depth. Targeted SMS reached the right people directly with a clear next step. Together, these channels generated 15K leads in the first three months, collected 30K contacts and achieved a 3.9% conversion rate.
What you can apply
- For a sensitive product, choose channels and partners your audience already trusts.
- Give a new product its own home online when it needs to stand apart from the parent brand.
- Combine on-ground activation with digital follow-up to capture leads on and offline.
Questions, answered.
How do you launch a financial product to a specific community?
Start by understanding where that community gathers, what media it follows and which voices it trusts. A launch can then combine in-person activations, targeted digital channels and respected community figures. Messaging should be respectful and clear, and every touchpoint should lead to a simple way to register interest.
Why build a dedicated product website for a launch?
A dedicated site lets a new product build its own identity, explain its benefits in detail and capture sign-ups without competing with other content. It also makes tracking easier, because every campaign channel can point to one destination and leads can be measured accurately.
How do on-ground activations support digital lead generation?
Activations such as launch events or raffles give people a reason to engage in person and share their details there and then. Those contacts can be followed up through digital channels, while the event itself creates content and conversation online. Combining both widens reach and improves lead quality.
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