Axis Bank goes outdoors for debit card awareness

Devised by Milestone Brandcom, the all-pervasive media burst was carried out across India

Neha Saraiya | New Delhi | December 20, 2011

In order to promote its weekly cashback offer on debit cards, Axis Bank recently carried out an OOH campaign in 25 cities and towns covering 19 states. Titled 'Debit Card Chalao, Paise Bachao', the offer which is valid from October 8, 2011 to December 31, 2011, is aimed at promoting the convenience of cashless shopping, coupled with great offers and anytime access to one's bank account, all with the Axis Bank debit card. The media objective of the campaign was to create awareness for the cashback offer.

OOH agency Milestone Brandcom devised an all-pervasive outdoor media plan to target the audience on the go, across strategic locations. The idea was to target audiences at places where they would typically purchase electronic goods, books, movies, music, gifts and much more for their family and friends during the festive season.

Commenting on the across-the-board strategy, Hanoz Patel, Founder Member & Managing Partner at Milestone Brandcom, said, “A strategically selected vehicle mix of large format along arterial routes, high footfall transit media and most relevant last-mile touch points maximised the brand exposure and offer communication. For a product category like debit cards whose usage is purely based on impulse purchases, outdoor media offers the best opportunity to not just create awareness but also trigger a response by enticing shoppers at the right time and place at the last mile.”

As part of strategy, the large format media was spread along key arterial routes with large billboards, public utilities, gantries and wall wraps, whereas transit media covered the train exteriors, railway stations, metros signages, panels inside metro trains and bus Q shelters. Lastly, media was also used in shopping neighbourhoods with mall and pillar signages, mall dropdowns, large mall facades, signages and kiosks.

The campaign also witnessed creative executions and cutouts at key traffic intersections.

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