Axis banks on OOH

The marketing objective of the Credit Card campaign by Axis Bank was to drive credit and debit card spends during the festive season and to create maximum awareness for the offers through the OOH medium. The Mobile Application innovation in the campaign in particular was meant to create awareness and drive downloads for the new Axis Mobile Application through online channels. The OOH medium was utilized to build registry and recall. The credit card and mobile application campaign creatives were developed by Lowe Lintas and Metal Communications.

The campaign was up for a period of 20 days across major metros like Mumbai, Delhi, Kolkata, Bangalore, Chennai, Pune, Ahmedabad and Hyderabad.

An innovation was executed in Mumbai at Mahim Causeway Junction wherein a large shopping bag bearing the logos of all the brands associated with the Axis Bank offer was created and installed. The execution was visible from a distance and caught the attention of all the passersby. A huge mobile phone was also created and placed on a rotating disk. The structure had immense visibility throughout the day and night. The billboard creative was highlighted through the use of LED lights to draw the attention to the benefits of using the mobile application.

Together with the major innovations, the campaign was quite prominent at hoardings and bus shelters all over Mumbai.

Speaking on the campaign, Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom, said,'The brief from the client was to draw attention to the brand's new offerings. The media has been strategically placed at main arterial routes & traffic junctions across all major metros. To further the impact, innovations were executed across Mumbai city.”

An Axis bank official said speaking about the role of OOH in the brand's marketing plans, "The OOH industry is going through a very interesting phase right now. OOH Innovation is increasingly playing a key role in campaigns. We have been using outdoor quite heavily for quite a few of our campaigns. We have even used outdoor as the lead medium for a few of our campaigns. Our spends on OOH would be close to 15%-20% out of our total media outlays.”