How ACC Used Payment Soundbox Advertising to Influence Purchase Moments in UP, MP, and Bihar
Executive Snapshot
ACC partnered with Paytunes to execute a large-scale Payment Soundbox audio campaign across Uttar Pradesh, Madhya Pradesh, and Bihar, leveraging short-format audio messaging at the point of transaction.
The campaign activated a strong merchant network of 188,485 payment soundboxes across the three states, including BharatPe, SBI, and Paytm soundbox devices, deployed specifically across targeted hardware stores and cement distributor outlets, ensuring repeated brand exposure during real customer purchase moments.
In total, the campaign delivered3505146 impressions, supported by a strong Audio Completion Rate (ACR) of 95%, indicating high-quality listen-through in live retail environments.
Alongside in-store impact, online search interest for ACC increased during and after the 30-day campaign, reinforcing the role of Soundbox audio in driving broader brand consideration.
Brand Challenge (Context)
Cement and building material brands operate in highly cluttered retail environments, where visual branding is often overlooked and traditional media struggles to influence customers at the final decision moment.
ACC needed a medium that could:
- Cut through in-store noise
- Reach customers at the exact moment of payment.
- Build recall without relying on screens or active attention.
Payment Soundbox audio addressed this gap by placing the brand message directly into the checkout moment—when customer attention is naturally highest.
Campaign Objectives (What Success Meant)
- Build mass, repeated brand exposure at checkout across key ACC markets
- Leverage the payment moment to drive strong message recall
- Deliver measurable scale with high-quality audio delivery
- Support broader brand interest, reflected in increased online searches during and post-campaign
Why Payment Soundbox Audio
- Unmissable moment: Audio plays during payment confirmation, when customers are already tuned in
- In-store reach at scale: Activation across 188K+ soundboxes
- High completion environment: Short 6-second creative format suited for checkout settings
- Performance quality: Strong ACR validates that messages were heard, not just served
Media Plan Overview
- Inventory: Payment Soundbox audio
- Soundbox networks used: BharatPe, SBI, and Paytm
- Targeted Outlets: Hardware stores and cement distributor outlets
- Audio duration: 6 seconds
- Campaign duration: 30 days
- Key Quality Metric: Audio Completion Rate (ACR)
Geo-Level Activation & Scale
| State | Active Soundboxes | Impressions Delivered |
| Uttar Pradesh | 43,024 | 1,600,567 |
| Madhya Pradesh | 66,396 | 1,181,178 |
| Bihar | 79,065 | 733,666 |
| Total | 188,485 | 3,505146 |
Delivery & Performance Highlights
- Total Impressions Delivered: 3505146
- Impression Uplift: 1.05×, indicating improved delivery momentum
- Audio Completion Rate (ACR): 100%, reflecting strong listen-through quality
- Consumer Impact: Increased online search activity for ACC observed during and after the campaign
ACC Payment Soundbox Ad Execution
What Made This Campaign Strong
- Scale + attention at checkout: High-frequency exposure during real purchase moments
- Quality-backed delivery: 100% ACR confirms message completion in-store
- Relevant outlet-level targeting: Campaign was executed across identified hardware and cement distributor outlets, ensuring the message reached customers in high-intent purchase environments
- Beyond in-store impact: Lift in online searches signals extended brand interest
Creative Approach
- Format: 6-second audio creative
- Framework: Brand-led audio cue designed for instant recognition
- Tone: Clear, concise, and suited to live retail environments
- Objective: Reinforce brand recall at the moment of transaction
Quality & Measurement Controls
- Audio Completion Rate (ACR) used as a core quality KPI
- Impression uplift tracking to assess delivery efficiency
- State-wise reporting to ensure transparency and performance clarity
Conclusion
The ACC × Paytunes Payment Soundbox campaign demonstrates how 6-second audio at checkout, delivered across BharatPe, SBI, and Paytm soundboxes in targeted hardware and cement distributor outlets, can drive both scale and quality in high-intent retail environments. With 3.5M + impressions, a 95% ACR, and increased online search interest during and after the 30-day campaign, Soundbox audio proved to be an effective medium for driving recall and consideration where it matters most.
Looking to make your brand heard at the moment of purchase? Paytunes helps you own the checkout conversation.
Also Read – Krishnayan × Paytunes Case Study: Driving Urban Women Engagement with Digital Audio Ads