Citibank celebrated #WhatsNewThisDiwali with its consumers, encouraging people to celebrate something new thisDiwali and thereby created quite a stir on social media, making it trend on Twitter for the first 3 days of its launch.
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Festive season in India is never complete without the act of buying and gifting. Not just a tradition but considered auspicious by many, high cost products are put on hold by many customers in wait of deals and discounts on or around the festivities. This consumer trend has made the festive season a critical time for marketers to increase media spends specially by e-commerce and retail shopping brands.
All set to make this Diwali a Happy Diwali for its customers, Citibank launched its campaign #WhatsNewThisDiwali by asking people to burst crackers and make rangolis virtually.
A set-up using AR (Augmented Reality) technology was installed at DLF – Saket Mall as a part of on-ground activation for the campaign. The participants were also informed about Citibank's festive offers. The on-ground activation became an instant hit, making it one of the most talked about things on Social Media.
This campaign stood out for the way it was curated, planned and executed. The campaign was rolled out in phases and was able create enough curiosity and excitement in the minds of people. Followed by the on-ground activation and the launch of #WhatsNewThisDiwali twitter campaign, the first brand video was released. The video was able to strike an instant connect with the audiences and people started sharing their thoughts on how they would like to surprise their loved ones this Diwali. Citibank cardholders could avail some great offers and deals at leading brands across categories like for shopping (Flipkart, Amazon), travel (MMT), electronics (Vijay Sales, Apple), Grocery (Reliance fresh, super mart) and many more.
The on-ground video, which captured the interesting idea of the campaign was released a day after. It got people talking about their experience at the venue, expressing thrill and excitement. Some of the tweets even appreciated the bank's efforts to spread the message of a pollution free Diwali among their followers.
The buzz helped in setting a strong platform for the launch of the second brand video, which tried to take people back to their childhood days. As expected, people got nostalgic and shared their childhood memories of the festival. On the launch of the second day audiences were successfully able to relate the campaign with the brand.
The campaign duration was accompanied with a 15 day, first ever ‘Festive online sale’ across key products like credit cards and personal loans was undertaken with the intent to generate leads and drive fresh acquisitions for the brand.
The brand seemed to have set a new benchmark for its marketing campaigns using digital medium and by garnering maximum eyeballs & brand engagement. This campaign was able to connect with the audiences at a personal level and people could relate to the meaningful hashtag very easily.
The campaign generated over 196 MM impressions with an engagement rate of 8.3%. #WhatsNewThisDiwali was retweeted 6651 times. The videos generated more than 5MM views across all mediums used in the campaign.
Overall the campaign created quite a buzz and was successful in creating impressions across Social media with close to 2,870,17 conversations. Citibank's #WhatsNewThisDiwali is being widely appreciated for its unique socially integrated approach and treatment.
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