Axis Bank rolled out a high impact outdoor campaign for its ‘My Choice Credit Card’ banking service that allows users to personalise their own card design and choose their benefits. The card holders of this range can also customise features according to their spending and saving needs.
The outdoor campaign was executed by Milestone Brandcom. The two-week initiative that started on September 20, 2012 was spread across top four metros – Mumbai, Delhi, Bangalore and Chennai.
Commenting on the communication objective, Hanoz Patel, Founder Member and Managing Partner, Milestone Brandcom said, “The brief given to us was to create and execute a massive consumer touch point plan and high impact visibility across the selected medium. The idea that Axis bank had behind launching the new ‘My Choice Credit Card’ was with confidence consumers will acknowledge the fact that Axis Bank truly addresses their unique needs and will let them enjoy more of what they wish do. Axis aims to make consumers feel that ‘This is truly MY Card’.”
“Keep this in mind we have rolled an extensive outdoor campaign that will surely leave impactful impressions on Axis’ target group. We have chosen medium across arterial roads for a high impact launch, in the vicinity of airports, malls and multiplexes, corporate parks, key trade and shopping areas, and youth hangouts,” added Patel.
The outdoor platforms used in the campaign were vast with a mix of traditional and modern such as billboards, gantries, utilities, bus shelters, airport signages, rotating displays, inside train panels, mall facades, signages, large frames, scrollers inside corporate parks, lift branding, digital screen at airport, and wall graphics.
Our typical marketing budget is usually 10 per cent of the topline spend
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