The campaign highlights the 'Best Rates + No Penalties' USP of ING Vysya Bank;s fixed deposit scheme
BestMediaInfo Bureau | Delhi | June 15, 2012
Outdoor Advertising Professionals (OAP) has set in motion the outdoor media campaign for ING FD+ from ING Vysya Bank. The campaign talks about easy routes to earn higher interest on the ING FD+ without penalties and draws attention to its 'Best Rates + No Penalties' concept.
The outdoor campaign is designed to attract maximum eyeballs from the target group who are willing to save money in fixed deposits but want value for money. Relevant locations were chosen for the OOH campaign to drive footfalls to the nearest branch or sales channels.
The campaign has been rolled out in Bangalore in 44 media units from June 11, 2012, for 21 days and has already received a very positive response from the target audience and accolades from the ING Vysya brand team. The campaign required extensive research in terms of consumer profiling and penetration levels to identify the target areas that need to be leveraged to reach out to the relevant audience in the most effective manner. The locations included landmark prominent billboards and gantries across all major locations in the city along with railway bridges and flyovers where large formats were not available.
Joseph Jesley, Associate VP - South, OAP, said, âIt gives me immense pleasure that we were able to rise up to client expectations and are pleased at the way the campaign has unfolded and garnered attention from the target audience.â
Sonalee Panda, Business Head - Wealth Management & Marketing Head, ING Vysya Bank, commented, âOAP helped with collating insights and selecting high visibility sites. As a result, we are receiving a lot of feedback from the public.â