ING Vysya goes out on streets to talk about ING FD+

Executed by out of home agency OAP, the 21-day campaign is spread across Bengaluru over 44 media units.

ING Vysya took the out of home (OOH) route to promote its new scheme, ING FD+. Through the OOH campaign, the bank talks about easy routes to earn higher interests on ING FD+ without penalties and draws attention to its 'Best Rates + No Penalties' concept.

The creatives of the campaign contain different messages written in white on red background to catch attention. The messages are written in interesting ways such as 'Break Your FD without Penalties', 'Don't Pay Your Money to get Your Own Money' and 'Penalties are only for sports not Fixed Deposits', highlighting the benefits of the scheme that offers higher interest rates on savings.

Overall, 44 media units are used to communicate the campaign message over various outdoor formats such as billboards and gantries across all major locations in the city, along with railway bridges and flyovers.

The campaign has been executed after carrying out research for consumer profiling and penetration levels to identify the target areas to reach out to the relevant audience in the most effective manner, in order to draw maximum eyeballs from the target group, who are willing to save the money in FD and yet want value for money, to drive footfalls to the nearest branch or sales channel.

Joseph Jesley, associate vice-president, South, OAP, says, "With the help of research in terms of consumer profiling to select the locations for the outdoor sites, we were able to rise up to client expectations and the campaign has unfolded and garnered attention in the way we expected."

Sonalee Panda, business head, wealth management and marketing head, ING Vysya Bank, says, "The OOH campaign executed by OAP not only helped to collate the sight of high visibilities that gave us valuable insights into our creative but we also received a lot of feedback from the public who are seeing it."

The 21-day campaign kicked off on June 11 across 24 sites in Bengaluru and was executed by Outdoor Advertising Professionals (OAP).