In 2013, YES Bank signed up as the official
partner and on-ground sponsor of the IPL.
While objective with which the bank chose to associate with the IPL was
enhancing brand recognition, it was very clear about one thing: the idea was not
to sell a product. The endeavor was to
create brand awareness. The aim was to engage with audiences without diluting
the experience of viewing a cricket match, the game was the focus.
This is probably why instead of doing the predictable and running an IPL
themed TVC (Television campaign), the bank chose to brand every six scored as YesBankMaximum6,
a reinforcement of the bank’s savings account interest rate which is set at 6
per cent. Banking on live mentions of YesBankMaximum and YesBankMaximum6 every
time a 4 or a 6 is scored, is a smart move that has helped them garner nearly
3,000 brand mentions and exposure during a live match. The key to the association that YES bank has
with the IPL is not an “in your face” approach, instead the brand’s presence is
woven into the cricket match. Their
sponsorship deal is inclusive of match footage, which they share on social
media. Over 2 million views of these
videos on Facebook and other IPL themed content across social media platforms, has
led to a surge in the number of visitors to the bank’s website (a 64%
increase).
YES Bank uses the IPL
season as a period for maximizing its outreach.
The Touch-20 or T20 is an internal campaign wherein every sales
executive of the bank is expected to reach out to 20 potential customers every
day, boosting engagement with potential customers. .
Their subtle yet ever
present approach to brand association with the IPL has won them accolades like
the award for the Best Social Media Campaign of the year, for YES Bank’s 360
degree campaign during the Indian Premier League (IPL) 2016.
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