ING Vysya Bank has used outdoor media to promote ING FD+, its latest saving offering. Through this campaign, ING Vysya Bank talks about easy routes to earn higher interest on the ING FD+ without penalties and draws attention to its ‘Best Rates + No Penalties’ proposition.
Outdoor Advertising Professionals (OAP), Bangalore has rolled the campaign. OAP announced the launch of the new ING FD+ outdoor campaign in a manner so as to draw maximum eyeballs from the target group who are willing to save the money in FD and yet want value for money. The 21-day long campaign also focuses on creating awareness about best rates for FD+ without paying money to get their own saved money at relevant locations to drive footfalls to the nearest branch or sales channels.
Commenting on the outdoor campaign, Sonalee Panda, Business Head, Wealth Management and Marketing Head, ING Vysya Bank, said, “OAP not only helped with collating the sight of high visibilities that also gave us extremely valuable insights into our creative. As a result we are receiving a lot of feedback from the public who are seeing it. We are immensely pleased with the OAP team.”
The campaign has been rolled out in Bangalore in 44 media units from June 11, 2012 and has already received positive response from the target audience and accolades from the brand team. The campaign required extensive research in terms of consumer profiling and penetration levels to identify the target areas that need to be leveraged to reach out to the relevant audience in the most effective manner. The locations included landmark prominent billboards and gantries across all major locations in the city along with railway bridges and flyovers where large formats were not available.
Commenting on the campaign execution, Joseph Jesley, Associate Vice President South, OAP, said, “It gives me immense pleasure that we were able to rise up to client expectations and are pleased at the way the campaign has unfolded and garnered attention from the target audience.”