When Axis Bank decided to talk to travellers for their Multi-Currency Forex Card, Flying Cursor Interactive, their digital agency came up with a multi platform campaign that tapped into various insights typical to this TG.
The campaign #IgotPlans reflects the get up and go attitude of these travellers, and builds the Axis Bank Forex Card as an answer to those who wanted to explore the world on their own terms.
Flying Cursor Interactive roped in actor, Purab Kohli, an avid traveller who is known across platforms for his globetrotting escapades.
The idea was to communicate through an advocate who was as perfect a fit to the theme as the card itself. To explain the features of the card there were5 videos that traced the journey of Purab Kohli from planning the trip to returning from it. And the attributes of the card were brought in through various scenarios. The tongue-in-cheek humour of the video made sure the features are put forward in the most entertaining way possible. The campaign tackled all the problems a traveller faces these days like currency hassles, theft, transaction charges and surplus forex. Thus preparing the audience for ‘the trip they planned and the one they didn’t.’
You can watch the video here:
“Considering the boom in the travel industry, this product had a huge market waiting for it already. The only problem was category awareness and that’s what we’ve tried to tackle through these films, bringing out the features in the most relevant and engaging manner,” says Rohit Gite, Creative Director, Flying Cursor.
The videos lead people to a microsite where they can learn more about the card’s features and get ideas and inspiration for their next international trip. Content collaboration with influential bloggers was integrated in the campaign to drive attention towards the film and the microsite. The bloggers spoke about incidents that they’ve experienced in real life thus adding to the credibility of the communication amongst their fan base. The articles on the sites were aimed at giving people new ‘travel goals’ covering food, fashion and lifestyle.
Kartik Chandramouli, Creative Director, Flying Cursor, says, “ FAQ’s are often ignored or just lumped together in the most boring way. We figured that for a Forex Card the most important thing will be questions. And we worked out a simple way to classify those questions and divide it into the trip you planned – so questions on where can you buy, how much can you load etc. And the trip you didn’t plan – so what happen if it gets stolen, is there assistance, how to get in touch while being on the trip. That way the user finds it easy to locate the question he wants on the site, insteads of having to read through everything. And the aesthetics, and as well as the tone of voice also assist in breaking it down, and making it easier to process and understand.”
As part of the campaign, Axis Bank also hosted a twitter chat with Purab Kohli and travel bloggers, where they discussed their travel woes, joys and hacks.