MEC’s ‘Skyvertising’ activation for Citibank

The innovative Twitter based engagement brought alive Citibank’s ‘Dil V/s Bill’ no-extra-cost EMI campaign during the festive season

e4m by exchange4media Staff
Published: Dec 1, 2012 8:32 PM  | 2 min read
MEC’s ‘Skyvertising’ activation for Citibank

MEC recently orchestrated an innovative Twitter based engagement to bring alive Citibank’s ‘Dil V/s Bill’ no-extra-cost EMI campaign. With this, Citibank became the first advertiser in India to use ‘Skyvertising’, in conjunction with social media to boost its festive campaign season. Differently shaped Helium clouds were released into the sky at two prominent malls in Delhi and Mumbai in exchange for tweets from customers during the Diwali weekend.

The Twitter fuelled activity, coined as ‘Tweet a cloud, Dil Se’, was aimed at gauging people’s sentiments on how they would like to splurge during the festive season. MEC took on the Twitter platform to trigger a high decibel consumer interaction for ‘Tweet a cloud, Dil Se’.

To ensure engagement and participation, ‘skyvertising’ was used, which meant differently shaped clouds made of helium were released into the sky. The clouds were powered by consumer tweets using the hashtag #Dilvsbill. Heart-shaped clouds were the most requested, lingering in the air for several hours. Radio, Facebook and live streaming on the net were used as means to amplify the event to a larger set of audience.

The campaign was aimed at promoting Citibank’s EMI offering on credit cards, which was an effective proposition for consumers who struggled between the choices of purchasing to their hearts’ desire vis-à-vis their affordability.

The #dilvsbill hashtag was trending on Twitter for over 53 hours continuously, while the campaign posts on Citibank India’s Facebook page reached out to more than 4.1 million users. It is claimed that with this campaign, EMI sales on Citibank India credit cards for the festive season this year more than doubled that of last year’s festive period.

Commenting on the activity, T Gangadhar, Managing Director, MEC India, said, “We are very proud of this integrated innovation. Not only did this bring to life to consumers’ tweets outside Twitter, it also served as an interesting way to measure shopping sentiment leading up to Diwali.”

“Citibank offered EMIs at no extra cost at over 500 merchant outlets, enabling customers to make big-ticket purchases during the festive season. We adopted new-age mediums like Skyvertsing, Twitter and Facebook to create excitement amongst the upwardly mobile and socially networked consumers. This campaign was conceptualised and crafted taking into account the straddling of consumer journeys across online and offline spaces,” said Sanjeev Kapur, Chief Marketing Officer, Citibank India.

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