Fullerton India - Outdoor Branding Case Study

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Backgrounder
Micro finance company with a massive footprint of over 500 branches
Each branch catering to customers only within 5 km. radius
Separate branches for commercial and personal loans
Owing to no. of branches, marketing budgets per branch was minimal
No skew towards conventional media like kiosk/billboard etc.

Challenge

Explore unconventional media with utility factor for consumers
Basically to indulge in consumers life, so that they feel the brand

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Fullerton India - Outdoor Branding Case Study

  1. 1. Fullerton India Case Study
  2. 2. Create New Media Properties Fullerton India Credit
  3. 3. Fullerton India <ul><li>Backgrounder </li></ul><ul><ul><li>Micro finance company with a massive footprint of over 500 branches </li></ul></ul><ul><ul><li>Each branch catering to customers only within 5 km. radius </li></ul></ul><ul><ul><li>Separate branches for commercial and personal loans </li></ul></ul><ul><ul><li>Owing to no. of branches, marketing budgets per branch was minimal </li></ul></ul><ul><ul><li>No skew towards conventional media like kiosk/billboard etc. </li></ul></ul><ul><li>Challenge </li></ul><ul><ul><li>Explore unconventional media with utility factor for consumers </li></ul></ul><ul><ul><li>Basically to indulge in consumers life, so that they feel the brand </li></ul></ul>
  4. 4. Fullerton India <ul><li>Approach </li></ul><ul><ul><li>Physical recee of each branch and its vicinity </li></ul></ul><ul><ul><li>Objective was to identify uniqueness of each branch/location </li></ul></ul><ul><ul><li>Met up with customers of each branch to assess their lifestyle </li></ul></ul><ul><ul><li>Indicators like – travel/food/entertainment/daily schedule </li></ul></ul><ul><ul><li>Process of blending media into their lifestyle was started </li></ul></ul>
  5. 5. Fullerton India - Ahmedabad branch <ul><li>Backgrounder </li></ul><ul><ul><li>Three branches in Ahmedabad </li></ul></ul><ul><ul><li>Search was for a medium which is central to three branches </li></ul></ul><ul><ul><li>Accessible for customers from each branch </li></ul></ul><ul><ul><li>We explored naginwadi lake a congregation point for business/family </li></ul></ul><ul><ul><li>Lake offered utility value (entertainment) to consumers </li></ul></ul><ul><ul><li>Central to three branches has a footfalls of approx. 2 lakh/month </li></ul></ul><ul><ul><li>Across pop strata, primarily a entertainment hangout for families etc. </li></ul></ul><ul><ul><li>With facilities for boating/musical fountain etc. </li></ul></ul>
  6. 6. Naginwadi Lake entrance kiosk
  7. 7. Naginwadi Lake entrance kiosk
  8. 8. Naginwadi Lake entrance kiosk
  9. 9. Naginwadi Lake entrance kiosk
  10. 10. New Media initiative Client : Fullerton India Market : Pondicherry
  11. 11. Muthalpet Chowk – Pre Independence Day
  12. 12. Conceptualisation by Fullerton India & Navia Asia On Independence Day
  13. 13. Actual Execution on Independence day
  14. 14. Muthalpet Chowk - Pondicherry Illuminated clock tower with tricolour lights Generating huge visibility during independence day Instantly sought attention of visitors around city Creating value add around this media
  15. 15. Fullerton India - Miryalguda branch <ul><li>Backgrounder </li></ul><ul><ul><li>Single branch in Miryalguda </li></ul></ul><ul><ul><li>Search was for a medium which is central to this branch </li></ul></ul><ul><ul><li>Branch was on key road with high traffic </li></ul></ul><ul><ul><li>Road witnessed many accidents because of pedestrian crossing over road </li></ul></ul><ul><ul><li>We created upon dividers which did not exist earlier </li></ul></ul>
  16. 16. Sagar Road Miryalguda
  17. 17. Tamilnadu – Chennai, Coimbatore, Salem, Trichy Multiple branches. Explored iron trolley across colonies Each trolley covers approx. 60-70 households Offers immense penetration if branded for Fullerton India
  18. 18. Branded Fullerton Trolley gifted to vendors

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