Skyvertising uses branded clouds that are released to reinforce the core proposition of an advertising campaign. Clouds of the rupee, shopping bags, the Citi logo and ‘EMI’ filled the skies above DLF Promenade, Delhi and at Phoenix Mills, Mumbai. Mall goers were instantly drawn to tweet with the hashtag #dilvsbill, for more clouds. Heart-shaped clouds were the most requested, lingering in the air for several hours.
“Citibank offered EMIs at no extra cost at over 500 merchant outlets, allowing our customers to make big-ticket purchases during the festive season. We adopted new-age mediums like clouds, tweets and Facebook to create excitement amongst the upwardly mobile and socially networked consumers,” said Sanjeev Kapur, Chief Marketing Officer, Citibank India.
“The campaign was well received making #dilvsbill amongst the top trending on Twitter for over 53 hours continuously during the period of the initiative. Also, the Dil V/s Bill campaign post on Citibank India’s Facebook page reached out to more than 4.1 million users,” added Mr. Kapur.
With this campaign, EMI sales on Citibank India credit cards for the festive season this year more than doubled that of last year’s festive period. Citibank India’s Dil V/s Bill campaign was strengthened with chasers, an innovative media strategy, used in print format and radio spots.
Advertisements were placed in close proximity to lifestyle product ads giving consumers a reason to use the EMI offers on Citibank cards.