The financial sector strategically banked on outdoor this year. One such brand that smartly used outdoor in its media plan is Yes Bank. The brand came out with a campaign for the first time in October 2012 and till date has used the medium interestingly. The initiative is around one of its interesting services titled ‘Growing your savings faster with Yes Bank – 7 per cent p.a. on all savings accounts’.
Brand Connect Communications has executed the campaign for Yes Bank. The brief to the agency was multi-layered and the objective was linked to the overall media objective of being the most visible message from a banking brand in the selected markets amongst the target group SEC A, who are key decision-makers and influencers.
Commenting on the campaign execution, Vijay Cavale, Director, Brand Connect Communications said, “Two memorable aspects of the campaign would have to be delivering the highest ever sustained ‘TRPs’ and impact at Mumbai airport and thus, creating a first to industry benchmark and also the Bengaluru Midnight Marathon activation, which was especially challenging given the scale at which the agency delivered the IPR, creating a first to media benchmark. The results have been very positive and two rounds of research by AC Nielsen have shown that all the objectives set for the OOH campaign have been achieved.”
Here is a looking at how Yes Bank created outdoor visibility across strategic locations of the country in five phases...
Capturing the street corners
In the first phase of the campaign, creatives were planned and implemented on illuminated bus shelters across Mumbai and Delhi. As a part of the strategy, the campaign was targeted at proximity-based locations relevant to the key branches of Yes Bank as well as main strategic hubs of the city. To create disruption in the marketplace, innovations in the form of larger than life LED acrylic letters of Yes Bank logo and jut outs highlighting ‘7 per cent p.a.’ were specifically designed and installed in key media properties. Approximately, 60 units of backlit media spread across 12,000 sq ft were being used to achieve the desired results.
In an effort to facilitate deeper consumer connect amongst the niche target group, the second phase of the campaign witnessed Yes Bank’s marketing initiative across the top two airports of the country – Mumbai and Delhi.
The strategy for Mumbai airport was to have sheer intimidating presence in order to break the clutter and create top-of-the-mind recall for Yes Bank at India’s single busiest airport. To achieve the same, approximately 35 numbers of premium and larger-than-life airport media were identified and put up at various touch-points at Mumbai’s domestic and international terminals. To build dominance across the corridor, the super premium aerobridges with both its interiors and exteriors have been captured for a year-long campaign.
At Delhi airport T3, frequency builders strategic approach was adopted through approximately 130 numbers of digipods located at domestic departure and arrival and also at international arrivals. While at T1, the strategic and impactful media were taken to cater to departure as well as arrival traffic.
In phase three, Yes Bank along with the Bangalore Rotary Club, partnered the ‘Bengaluru Midnight Marathon’ (BMM)
The midnight marathon created high decibel and memorable association levels for Yes Bank. Overall, 22 media units spanning across 13K square feet and frequency builder media were deployed all across Bangalore. Yes Bank and BMM zones were created inside leading malls. Running expos were conducted at various Yes Bank branches, live registration kiosks were placed inside 20 large corporate companies, as well as at the top 10 corporate parks/hubs. The brand used radio and social media to get extended reach.
Betting on IPL
Yes Bank, during the IPL also achieved its objective of being one of the most visible brands. To leverage the association, the agency identified selected landmark locations across the city. Larger-than -life size hoardings at key junctions and arterial routes were taken in Mumbai. Haji Ali, Peddar Road Cadbury Junction, Worli Poonam Chambers, Lower Parel near Phoenix Mall, Bandra RoB were some of the locations where large format sites were on display for a period of six months (pre and during IPL). High impact innovations were executed on all hoardings by highlighting Yes Bank logo with the service offering through installation of LED lights.
Experiential marketing route
To connect with its target group, innovative experiential marketing activities were implemented across Mumbai, Pune, Delhi NCR, Bangalore and Gujarat through deployment of AdBicy, which penetrated into media dark zones, as well as facilitated consumer engagement. The activity acted as a low cost engagement tool and ran for 25 consecutive days. It generated over 2500 leads for the Gold loan product offering.