|Title||HDFC INDEPENDENCE DAY|
|Product / Service||FINANCIAL SERVICES|
|Category||A06. Financial Products & Services, Commercial Public Services, Business Products & Services|
|Entrant||TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE|
|Idea Creation||TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE|
|Media||CARAT ASIA PACIFIC Singapore, SINGAPORE|
|Production||McCANN WORLDGROUP Singapore, SINGAPORE|
|Contributing||OCTAGON Singapore, SINGAPORE|
|Hagan De Villiers||TBWA\ Group Singapore||Executive Creative Director|
|Mehdi Elaichouni||Digital Arts Network||Strategic Digital Planner|
|Widad Ismail||Digital Arts Network||Content Designer|
|Charlene Kuah||Digital Arts Network||Content Writer|
THE TRIGGER. The storytelling journey begins by selecting the right moment to launch our campaign. Our goal is for the campaign to join a big conversation our audience is already having, and use that conversation as an amplifier for our own message. For this campaign, we found a perfect Trigger: Independence Day. It not only delivered emotional appeal, but it’s also one of the biggest annual shopping days. THE INSIGHT. We noticed something interesting that helped move us away from conventional national pride insights about India’s economic boom: conversations celebrating the humble efforts of everyday heroes whose individual contributions have helped India rise. The insight was gaining significantly increasing consumer traction. THE IDEA Let’s celebrate the Power of One by recognising our nation’s unsung heroes; whose selfless actions and their passion for making India rise are a source of pride and inspiration for us all.
We launched our campaign with a spark video starring national cricketer, Sunil Gavaskar, who asked our audience to share with us stories about their personal Unsung Heroes. Hundreds of stories poured in and provided us with relevant trended data that we used to serve personalised offers with more tailored messaging With the stories, we also repackaged them as content that celebrated nominated Unsung Heroes. This drove even greater engagement, and saw more amazing stories shared. We also noticed certain trends that emerged from the stories and data that poured in. For example, many cited their parents as their everyday Indian heroes, so we customised a dining offer with a targeted message that enabled them to show gratitude to their parents.
-OBJECTIVE -KPI -GOAL -RESULTS -Increase MasterCard usage in Aug ’15 -YOY in Gross -Purchase Volume - +5% -Double digit YOY growth in Aug 2015, outpacing month-on-month growth from July 2015 by 5 times -Generate eCommerce leads to merchants for deals exclusively for HDFC Bank MasterCards. -Merchant click-through-rate (vs industry avg) - +200% - +340% over industry avg -Generate earned media coverage through increased audience content sharing. -Amplification rate (vs financial services, eCommerce and Retail industry avg) - +75% -7.1x higher than Financial services industry avg 3.6x higher than eCommerce industry avg 8.3x higher than Retail industry avg -Build deep relationships with consumers and uncover behavioural insights through engaging content. -Weighted engagement score (vs Financial services, eCommerce and Retail industry avg) -Media ROI +50% +30% -4.5x higher than Financial services industry avg 5.6x higher than eCommerce industry avg 9.6x higher than Retail industry avg 626% increase in Media ROI
This idea would be used as a call-to-action to encourage consumer-generated storytelling that would merge with the MasterCard brand experience. To support this emotional territory with purchasing proof-points, we curated a series of merchant offers for Independence Day through three categories: Celebration, Recognition, and Gratitude—from celebrating Bollywood icons with BookMyShow.com, recognising someone who does good for their community with a Jabong.com gift, to giving back with a dinner at Marriott, and many others. We were also monitoring for any relevant trends that might pop up. For instance, we noticed a movie entitled Manjh, whose storyline was also aligned with our campaign theme, was premiering in cinemas and was garnering a lot of conversation on social media. Leveraging this, we created a piece of creative that was relevant to the movie to promote a specific offer. We achieved a CTMR of 1.11%(6x above industry average) and it generated 42,000 clicks.