SBI enables users to access banking services at home
mCanvas, the experiential storytelling ad platform for small screens, and iProspect India, part of Dentsu Aegis Network, have created an interactive mobile ad for State Bank of India (SBI) to promote its app – YONO – You Only Need One, an integrated digital banking platform.
In times of social distancing, the bank wanted to engage and assure users that while they couldn’t step out of their homes, they could still access SBI’s range of financial and other services on their mobiles with ease. Further, it was paramount to interact with users innovatively by creating an exclusive, mobile-only experience for them, which would deliver the brand’s message in an impactful manner.
Based on the brand’s brief, the interactive mobile ad opens to the copy ‘You can’t walk out but you can walk in to enter the world of SBI right now!’, along with an instruction to tap and speak “Enter” in the microphone. On doing this, SBI’s logo zooms in and transitions to the closing screen, which highlights the various features of the app in a carousel. Further, a ‘Download Now’ CTA at the bottom of the screen directs users to the app store to download the app.
Reaching over 3.8 million users, the campaign is witnessing an impressive 2.3% click-through rate, which is over 11 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds, on average, engaging with the creative, with over 11% of users visiting the landing page.
Sweta Aggarwall, CMO, State Bank of India said, “The digital adoption by customers has led to the emergence of various innovative and intelligent ways to market online. In the current situation wherein social distancing is mandatory, with SBI’s YONO app, we empowered our customers to access our banking services at home, with just a few clicks on their phones. We are constantly exploring ways to reach the customers and increase our engagement. mCanvas’ interactive mobile-led ad served as an engaging medium to educate users on how to access banking features safely from their homes.”
“To promote SBI’s YONO app, we wanted to disrupt the norm by creating an innovative experience. As a result, an interactive mobile ad proved useful to highlight the brand’s messaging in a meaningful manner. With this interactive mobile ad, we successfully enabled users to interact with the brand, even in times like these, which helped in building stronger brand recall. With new norms coming into play, we believe digital’s role will only intensify in the coming years with the usage of mobile banking and other add-on features in the app,” commented Venkat Gavaskar Dontha, Branch Head – West, iProspect India.
Vishal Rupani, Co-founder & CEO, mCanvas concluded, “Amidst the volatility of the coronavirus, and as firm believers in social distancing, we took on the challenge to deliver an impactful campaign for SBI. As voice is gaining mileage in the ad tech space, we integrated it seamlessly within the ad, to provide users with an elevated brand experience.”