Milestone Brandcom's high intensity media burst for Axis Bank's "Debit Card Chalao, Paise Bachao'

Axis Bank recently carried out an advertising blitzkrieg promoting its weekly cash back offer on all Axis Bank Debit cards valid from October 8, 2011 to December 31, 2011. The agency on board, Milestone Brandcom delivered an all-pervasive visibility for the brand across multiple markets & most relevant touchpoints.

The core objective of the offer was to promote the convenience of cashless shopping, coupled with great offers and anytime access to their bank account, all with Axis Bank Debit card. The media objective of the campaign thus was to cue awareness for the cashback offer on Axis Bank Debit cards.

In view of this fact, Milestone Brandcom devised an all-pervasive OOH media plan to tactfully target the audience on the go, across strategic locations, following them right up to the last mile. The idea was to cue awareness & action, where they would typically purchase electronics, books, movies, music, gifts and much more for their family & friends during the festive season.

The outdoor campaign was spread across 25 cities/towns, encompassing 19 states in India. "A strategically selected vehicle mix of large format along arterial routes, high footfall transit media and most relevant last mile touch points maximized the brand exposure & 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 the shopper enough, just at the right time & place at the last mile." said Hanoz Patel, Founder Member & Managing Partner at Milestone Brandcom.

The large format media was spread along key arterial routes with large billboards, public utilities, gantries & wall wraps, whereas transit media covered the train exteriors, railway stations, metros signages, panels inside metro trains and bus Q shelters. Lastly the most captivating media with looming presence was used for the last mile impression in the shopping neighbourhoods, with mall signages, pillar signages inside malls, mall drop downs, large mall facades, signages & kiosks in shopping areas & markets.

As part of the strategy the campaign also witnessed creative executions & cutouts on key traffic intersections for the desired impact & clutter breaking visibility spread across cities.

With the execution of the above across-the-board strategy, the promotional offer enjoyed an extensive reach & desired response in quick time.