In a bid to break the clutter, Centurion Bank of Punjab and Arc Worldwide, the integrated marketing services agency of Leo Burnett, came together for a novel approach to promote the bank’s new branch. The agency used outdoor, direct marketing, activation, ambient, SMS and retail for this initiative at Mumbai’s Marine Drive.
Elaborating more on the initiative, C V S Sharma, Senior VP and Director, Arc Worldwide, said, “Even traditional media was used judiciously to support this unique integrated promotion. At the two points of entry to Marine Drive (JJ flyover and Choupatty) hoardings and banners were put up. Direct mail was sent to select housing localities announcing the treasure hunt. We set up the website, integrated mobile engine and launched the programme – all in a matter of a fortnight.”
During the period of promotion, morning walkers of the promenade were greeted by Arc promoters giving away keys with a unique number printed on them. The promoters, while explaining the launch of the branch in the neighborhood, told them that a treasure chest was there in the branch and that if they could open the chest with their key, they stood a chance of winning some surprise gifts.
To participate in the treasure hunt all that the walkers had to do was to SMS the key number to a specified number. In case they couldn’t visit the bank, they could log on to Banknextdoor.co.in and check if their key fitted in.
Yateesh Srivastava, Head of Marketing, Centurion Bank, was quite excited about the response garnered due to the activity. He said, “In the one week of the promotion, about 60 per cent of morning walkers were given the keys and about 30 per cent of key recipients visited the bank. About 70 per cent people logged on to the website and about 75 per cent sent SMSes. A significant number of new-to-bank consumers walked into the branch. We have identified this as a best-in-class promotion.”
Talking about the obstacles faced during the activity, Romit Mitra, Director, Integrated Marketing Services, Arc Worldwide, observed, “The area of Marine Drive posed its own unique obstacles. For one, the residents in the area are affluent and hard to contact. Even if we are able to contact them, they are cynical of promotions. To add to that, the Marine Drive area poses severe restrictions in promotional activities and permissions, if got, are prohibitively expensive. Keeping in mind the existing considerations, we realised the best way to reach our target audience was by targeting morning walkers through a direct contact programme.”