Mudra Max organised an attention-grabbing OOH campaign for Federal Bank.
Federal Bank (FB) usually sponsors the The Grand Kerala Shopping Festival (GKSF), but this year, sponsorship of the same was taken by the South Indian Bank (SIB). With FB primed for the Debit card Loyalty Program launch, Mudra Max required to execute a vehicle that would publicize the product benefits and at the same time, generate increased usage, targeting both the influx of NRIs into Kerala for the holiday season as well as the Christmas/New Year shoppers.
The Grand Kerala Shopping Festival (GKSF) started in 2007 has today become an annual event. The Kerala Government uses this platform to transform the State into a hub for international shopping experiences, thereby launching ‘Shopping Tourism’ in the state.
The objective was to create a media base that would give the brand publicity that would match that of the Grand Kerala Shopping festival. A media strategy was then devised by the agency, keeping that in mind.
Mandeep Malhotra, President & Head, Mudra Max (OOH, Retail, Experiential) observed, “We are proud to be associated with Federal Bank who has broadcasted this venture through OOH. The Grand Kerala Shopping Festival (GKSF) 2011-2012, was the largest of its kind in Asia. Fresh enterprises, attractive offers and exciting prizes - both for shops and shoppers made GKSF the biggest shopping extravaganza in the country. Our exceptional work helped to reinforce our faith in the media as well as in the industry.”
A two-pronged strategy was used to ensure campaign success. A smart takeover strategy, where the agency used media strength to cover the cities, creating a perception that any event running in the city is a part of the FB campaign. The displays were located in spots that were running the Grand Kerala Shopping Festival too. A good media- mix including billboards, bus shelters, tree guards, mall branding, mobile billboards, traffic signals, shopping trolleys and LED boards ensured the campaign got high visibility. Innovations like a swiping debit card on a billboard, shopping bag shaped cut-outs, and reflective vinyl cemented the campaign in people’s minds, with excellent results.
Sonia Lal, VP-Mudra Max-OOH said, “The Grand Kerala Shopping Festival (GKSF) is a unique shopping fiesta that redefines the very essence of shopping. Keralites look forward for participating in various activities during this festive time. The procurement time for various goods is also at its peak. Through our outdoor campaign we enhanced maximum interaction and participation of people in the shopping festival thereby acquiring good publicity for Federal Bank.”
Anand Chugh, Chief Manager-Marketing- Federal Bank revealed, “On the basis of data available for the first weeks of the campaign (Dec 1 to Dec 28), the quantum of spends/ day on POS went up by 25% on a month on month basis. There was considerable growth of 16% in spends/ day within a few weeks of the launch of the programme. Of course, the Mudra group has been an integral partner in this achievement.”
The activity saw an instant increase of nearly 25% swipes on a monthly basis.