SBI Card leverages Holocube tech to engage with airport audience

SBI Card, one of the leading credit card issuers in the country, has used the Holocube technology to strengthen their marketing programme. SBI Card has invested in this innovative technology as part of their promotion plan for Air India SBI Card. A highly innovative technology, Holocube is a cube-shaped device that can display 3D animated holographic images. The Holocube has been installed at T3, IGI Airport, Delhi. This campaign has been ideated and executed by Kinetic Active (the experiential marketing division) of Kinetic India in collaboration with Maxus.

The bank has become first brand to initiate this kind of activity in India. The Holocube unit has been specially flown in from Belgium for this activity. The Holocube creative for the Air India SBI Card was also designed by a team of specialists from Belgium.

The 70” high Holocube unit installed at the SHA area of T3 plays (in-loop) a 144 second- 3D animated video that highlights the features of the Air India SBI Card. The animation video showcases a journey of a credit card through famous travel destinations of the world, as it interestingly transforms itself into symbols frequently associated with travel.

The country's busiest airport, T3 terminal at the IGIA, was chosen for the maiden installation as the airport sees a high number of business/leisure travelers. Since the airport has a very busy environment, it was imperative to have something which would break the clutter and have a very high interest quotient, thereby building awareness of the product and also enhancing the product and brand imagery.

The strategy behind this unique installation was two-fold: (i) increase business queries by reaching out to target consumers and decision makers at locations where the brand gets a captive audience; and (ii) enhance the brand and product imagery via a disruptive idea that uses the latest technology in an interesting manner.

Talking about the Holocube installation at T3, Vijay Jasuja, CEO, SBI Card, said, "It gives us great pleasure to be one of the first Indian brands to bring the Holocube technology to India. For a product like the Air India SBI Card that has the best in class features, we were looking at a unique and interesting idea to engage with customers. The Holocube unit at T3 represents technology, innovativeness and simplicity which we try and provide in all our products and services.”

Speaking about the campaign, Amit Sarkar, Chief Operating Officer, Kinetic India, added "We at Kinetic are always focused on creating innovative out of home "consumer experiences” with technology at the epicentre. This is the first of its kind idea and execution in India.”