| Title | CITIBANK DIL VS BILL |
| Brand | CITIBANK |
| Product / Service | CITIBANK CREDIT CARDS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | MEC Mumbai, INDIA |
| Media Agency 2 | MEC Mumbai, INDIA |
| Entrant Company | MEC Mumbai, INDIA |
| Media Agency | MEC Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Mohit Sharma | Mec | Group Head |
| Ashwani Singh | Mec | Business Executive |
| Himadri Garg | Mec | Business Executive |
The campaign yielded a staggering business outcome. We were able to overcome subdued shopping sentiment and post handsome results. • 85% jump in EMI transactions; 96% in EMI value over Festive period 2011 • 215% jump in sales as DilvsBill trended on Twitter • Consumer brand preference up by 26% over previous quarter • #DilvsBill was a top-10 trend for 53 straight hours (36 hours at number 1) • Chosen one of the top-8 most inspiring Twitter campaigns in India in 2012 (by Lighthouse Insights)
We used Skyvertising, a pioneering advertising format. Clouds in the shape of the heart and the Rupee symbol, shopping bags, the Citi logo and ‘EMI’ were released depending on the results of the twitter debate. As the frenzy grew on Twitter, so did the size and shape of the cloud in the sky. To those who were tweeting and shopping (were planning to shop), seeing the tweet-powered heart shaped clouds in the sky would serve as a personalized nudge. To be contextually relevant, the activation was set up at malls in Delhi and Mumbai and was live streamed on Citi India’s Facebook page. 1700 merchant partners were tied up with communication at point of sale offering EMI to Citi card customers. In no time, merchant partners joined us on Twitter and started promoting #DilvsBill across their assets creating a massive multiplier effect. RJs egging people to participate in #DilvsBill, the frenzy grew on Twitter – soon @StarPlus_India and @MTVIndia joined in as well.
The #Dil Vs Bill campaign was predicated on a simple insight: Shopping is a perennial conflict between the heart and the wallet; between desire and affordability. This faceoff peaks during the festival season and ends up compromising the joy of shopping. Thus was born, Dil Vs Bill, a colloquial and provocative interpretation of the heart (dil) vs the wallet (bill) dilemma. The media strategy was simple: localized awareness + localized experience + social media = connected experience. The strategy focused on the ‘vs’. To get our audience involved, we polarized public opinion over Dil vs Bill. We literally exaggerated the faceoff between the heart and the wallet through the ‘#DilvsBill’ debate wherein Twitterati were urged to choose one over the other and share stories However, we needed a spark that could snowball into a forest fire on social media. We integrated shopping and Twitter and created the first-of-its-kind experiential activation.