Tuesday, 7 June 2011
Citibank. It's everywhere you look.
Objective
The “Perceptual Scale” campaign was launched to make Citibank's presence feel larger across major touch points of the affluent TG domain – workplace, home, dining and lifestyle destinations.
Solution:
Large format outdoor activities were deployed across hoardings, bus shelters, corporate parks and malls. A major campaign was also launched across transit media like AC Bus Wraps, radio cabs and at airport terminals.
In addition, innovative FSU (Floor Standing Units) were deployed across malls and multiplexes on shopping, dining & movie-going privileges to ensure maximum impact and buzz.
Results:
All these installations attracted major consumer attention and also was extensively covered in magazines like Outdoor Asia and Agency FAQs.
The Brand Awareness of Citibank across the highlighted products achieved the following growth rates:
Mumbai:
Premier Miles Credit Card – 13%
Cash Rewards Credit Card – 16%
Jet Airways Citibank Platinum Credit Card – 15%
Dining Privileges – 13%
Delhi:
IOC Titanium Credit Card – 24%
Premier Miles Credit Card – 10%
Cash Rewards Credit Card – 6%
Jet Airways Citibank Platinum Credit Card – 12%
Dining Privileges – 30%
Campaign Location: Mumbai, Gurgaon, Delhi
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