Brief

Campaign Strategy and Plan for 2015-16

- Presentation by Indo Aryan -

Brief

Bank intends to come out with a fresh campaign to promote its products & services.

It also intends to enhance its image through this campaign.  The campaign to also include a Corporate Ad for the purpose of brand image building.   

-Andhra Bank is a robust Bank with a great legacy and pan India presence

-Andhra Bank has a solid loyal customer base but somehow has been unsuccessful in building the brand connect with the younger generation.

-Andhra Bank is quite active in the media space but requires a well thought out media plan for generating maximum response resulting to increased ROI.

-‘Me-too’ look and feel of the campaigns often fails in generating the desired eyeballs and response.

-There is a lack of standardised look and feel in the published campaigns.

Our understanding observations

Strategy

Elevate the brand to the next levelby creating a unique brand identity

How?

Look contemporary

The look and feel of the advertising surely creates a difference in developing a certain brand imagery.

Thus, using of smart, sharp,colorful images and uncluttered lay-outing format can do the magic.

Differentiate it by creating an immediate visual impression and connect

How?

Talk simple

Pre requisite of any good communication is to be simple andcomprehensible.

Avoid long body copy and unnecessary details

Try out intelligent messaging

How?

Be visible

- Choose media prudently.

- Maintain a constant brand visibility by adopting season and reason strategy. (identify appropriate emotional or seasonal reasons and reach out to ones customer base)

Campaign basis

- Clean and uncluttered layouting by using simple type faces, colour pallettes

- Crisp and easy to understand messaging

- Use colourful, vibrant, joyful slice of life images to create an immediate brand connect.

Campaign basis

-Standardise the communication template to create a uniform look and feel of the campaign.

-Develop a Unique Graphical Property to bring in a distinctive style which will help in generating immediate brand recall and recognition.

The Andhra Bank campaignwith a brand new look and feel

Indo Aryan

Indo Aryan

‘Anytimers’ campaign(dovetailed with corporate messaging)

‘Anytimers’ campaign(specific)

‘Anytimers’ campaign(ambient)

This campaign can be run in appropriate advertising spaces in malls, commercial buildings and other public places.

Social Media / Digital Strategy

Run integrated campaign in digital domain simultaneously with conventional media.

Earmark 15 percent of the total advertising budget in social media.

Some suggestions

- Make your presence felt in Facebook by being more interactive and vibrant - Adopt a SEO strategy for search engines like google and Bing and run PPC campaigns.  - Start your own youtube channel. Showcase your product and services. Link channel with other online networking accounts like Facebook, twitter, google. - There's an enormous opportunity for brands to promote their goods and services to a worldwide audience through video advertising in youtube which is one the world's largest search engine.

Different advertising formats available in youtube:

InVideo ad

InVideo ads are transparent overlay ads that appear on the lower portion of your video. You should avoid having key information in your video in the lower portion of your video (red box).

Display adDisplay ads (banners) run across all areas of the site except the Homepage. They are available as a 300x250 ad that appears to the right of the feature video and above the video suggestions list.

In-stream ad

In-stream ads are video ads that can be inserted before, during, or after the main video and must be watched before the video selected can be viewed. When just starting to build your audience, you may want to consider forgoing this option and making your video easily accessible.

TrueView in-stream

TrueView in-stream ads are skippable video ads that are inserted before, during or after the main video. After a few seconds, users can click on the Skip Ad button to start watching your video.

TrueView in-stream offers Greater Flexibility and Reach. Here one pays only when the ad is watched completely.