The Campaign

Our strategy: We presented the Priority Banking offering as the enabler that can satiate the TG's long-term ambitions faster, implying accelerated wealth creation and hence quicker material achievements and accumulation of experiences at a younger age. Creative idea: LIVE YOUR DREAMS FASTER WITH PRIORITY BANKING – rooted in relevant product-specific deliveries tailored to each life stage, to ensure higher cut-through.

Creative Execution

A comprehensive media execution plan across digital, local area activation and print & outdoor were designed. Select media across these channels were picked to target the customer across the various daily touch points, through: a. Immersive advertising in leading newspapers and key magazines to get their attention as they start their day b. Radio & OOH to drive the message through to consumers en-route work in their cars c. Workplace branding at Corporate Parks across key cities to ensure higher recall d. Activation on the weekends at their building complexes, helping bring to life the campaign thought e. Innovative cinema branding through cinemagraphs at their weekend blockbuster-cinema viewing f. Social media and digital innovations through: • LinkedIn InMail to target professionals • Affinity-based interest category (e.g. golfs, luxury brands) targeting on Facebook including sub-targeting across key categories such as professionals, expats etc. Custom based retargeting was used to re-market to dropped-off clients • Content seeding on key portals like Outbrain to create higher salience

Results: • Account acquisition - 24.65% incremental acquisitions over business-as-usual (in the campaign period), against a target of 20%. An over-achievement of close to 25% over the target. • Highest-ever 2 months of sourcing since January, 2014 (Source – internal Sales data from SCB) • Visa Infinite credit card acquisitions grew by 232% over the same period last year. (VI Credit card is a part of the Priority Banking proposition) • Digital: 1500+ leads were generated over the campaign period. Outlined by 20,172 unique visitors to the website and 142,493 visits on our Facebook page • Activation - Significant traction on new initiatives such as immersive radio spots, LinkedIn In-mailers (43.85% open rate), innovative cinemagraphs used for in-cinema advertising, story-telling sessions and fun activities at residential parks (2013 leads) • Brand consideration increased from 53% in Q4’15 to 62% in Q1’16 – a jump of over 21% over base

1. It is an effective campaign that ran across the most relevant media channels to cater to non-identical segments with a common insight that stems from a larger cultural dialogue – that the confident, successful India is also impatient.. 2. A campaign with a significant outlay on digital channels (within the mix) impacted Brand scores significantly (and not just business acquisition) – with over 31% of the spends in this campaign being on Digital alone 3. Being for a client in the in the BFSI space – this was achieved using an emotional trigger that leads to a rational payoff.

Our target audience: An Achiever for whom the creation of wealth is a means to accomplish the dreams for self and family. A young asset-accumulator, responsible parent, doting spouse, globe-trotter and unique experience-seeker, this individual is 32-45 years old. He is image-conscious and selective about his brands and wants to make a mark. The insight: The ‘young’ Indian is rapidly transitioning from emerging affluent to affluent at a younger age*. This younger affluent class is impatient and wants to achieve their personal and professional dreams faster than ever before. They’ve tasted this exaggerated pace of consumerist consumption in all aspects except banking.