Financial & Economic Blog

In a bid to break the clutter, Centurion Bank of Punjab and Arc Worldwide, the integrated marketing services agency of Leo Burnett, came together for a novel approach to promote the bank’s new branch. The agency used outdoor, direct marketing, activation, ambient, SMS and retail for this initiative at Mumbai’s Marine Drive.

Elaborating more on the initiative, C V S Sharma, Senior VP and Director, Arc Worldwide, said, “Even traditional media was used judiciously to support this unique integrated promotion. At the two points of entry to Marine Drive (JJ flyover and Choupatty) hoardings and banners were put up. Direct mail was sent to select housing localities announcing the treasure hunt. We set up the website www.banknextdoor.co.in, integrated mobile engine and launched the programme.”

With a shoe-string budget of Rs 2 lakh-Rs 3 lakh, about 60 per cent of morning walkers were given the keys and about 30 per cent of these key recipients visited the bank. About 70 per cent people logged on to the website, while 75 per cent sent SMSes. The bank also saw a significant number of new customers walking into the branch, and several of them ended up opening not only the treasure chests, but also an account with the bank.