Fintech Fibe has launched a social media campaign taking humour in the fact that its name is often mispronounced. The company introduced the role of ‘Chief Pronunciation Officer’, with its visuals and design language taking inspiration from LinkedIn as the campaign was essentially a job post.
As part of the campaign, individuals were invited to participate in a tongue-twisting challenge, saying “Fibe felao, Vibe felao” ten times in a row without fumbling. The company also invited applicants to post videos or audios to not only get the brand name right, but also add their own spin to the tongue twister.
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The CPO campaign received over 1,100 inquiries, 50 job applications on LinkedIn, and 300 video submissions. Fibe’s campaign garnered a reach of more than 15.3 million. The campaign went a step further and offered a reward of INR 50,000 for mastering the tongue-twister. Fibe collaborated with comedian Josè Covaco for the campaign.
Sudesh Shetty, Founding Member and Director of Marketing, Fibe, said, “We believe that humour and creativity can transform challenges into opportunities. Fibe’s CPO campaign was not merely about pronouncing the brand name correctly; but fostering a positive and dynamic vibe. The response we’ve received is a testament to the power of innovation and the #PaiseWaliVibe that we stand for.”
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