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Milestone Brandcom splashes Axis Bank’s ‘Debit Card Chalao, Paise Bachao’ message all over the outdoor canvas
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network2media Bureau   
Thursday, 22 December 2011 09:00 (IST)
Extensive, high impact campaign delivered MUMBAI: Axis Bank recently carried out an advertising blitzkrieg promoting its weekly cash back offer on all Axis Bank Debit cards. The agency on board, Milestone Brandcom delivered an extensive, wide ranging visibility for the brand across multiple markets and most relevant touchpoints.

Large formats building impact The core objective of the campaign was to promote the convenience of cashless shopping, coupled with great offers and anytime access to the bank accounts - all with the Axis Bank Debit card. The media objective of the campaign thus was to create awareness and buzz for the 'cashback' offer on Axis Bank Debit cards.

Straddling exposure 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.

Key placement The idea was to create awareness and induce call for action action, where the audience would typically purchase electronics, books, movies, music, gifts and much more for their family and friends during the festive season.

Branding 'on the go' The outdoor campaign was spread across cities like Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Pune etc. and covered 25 cities and towns in 19 states including tier II and tier III ones.

Hanoz PatelCommenting on the campaign, Hanoz Patel, founder member and managing partner, Milestone Brandcom, said, “A strategically selected media vehicle mix of large formats along arterial routes, high footfall transit media and most relevant last mile touch points maximised the brand exposure and  the reach for the offer communication."

BQS building visibility at night "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 and place over the last mile”, added Patel, Founder Member.

'Mobile' OOH deployed 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, metro signages, panels inside metro trains and bus queue shelters.

Maximising exposure Additionally, 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 and kiosks in shopping areas and markets.

Small, but effective As part of the strategy the campaign also witnessed creative executions and cutouts on key traffic intersections for the desired impact and clutter breaking visibility.

Building reach With the execution of the above across-the-board strategy, the promotional offer enjoyed extensive reach and achieved the desired response levels in quick time.

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