Uefa – MasterCard Debit Card Promo Plan

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  • 1. UEFA – Mastercard Promo Citibank Debit Cards
  • 2. Debit Card Vs Credit Card - Market Environment
    • The number of debit card transactions increased by 48 per cent in financial year 2009, compared to an increase of 12.7 per cent for credit cards in the year
    • Debit card volumes grew by 44.6 per cent, whereas credit cards saw a volume growth of 13.7 per cent for the same period, says the Reserve Bank of India’s data.
    Debit card transactions showed an increase of 88.6 per cent, against a rise of 34.5 per cent for credit cards for the quarter ending March In value terms, daily transactions through debit cards increased by 73.4 per cent vis-à-vis an increase of 24.8 per cent in credit card transactions
  • 3. Competitive Environment – Visa Volumes
    • Why MasterCard should promote Debit Cards in India?
    • India has become the largest market for Visa debit and pre-paid cards in Asia-Pacific
    • Even in terms of total transaction, India is among the top three destinations in the region, accounting for about 62 per cent of the total debit and prepaid card transactions.
    • “ In India, debit or pre-paid programs have have shown good consumer take-up and at the end of last year, seven out of 10 Visa cards in India were debit or prepaid,” Visa International Asia Pacific country manager South Asia Santanu Mukherjee said.
    • MasterCard needs to cut into this existing market share of Visa.
  • 4. Business Objective
    • Maintain the position that Citibank Debit Cards are the most exciting way to shop. The various offers that come with the card are testimony to this
    • Increase Debit card usage for NTBs during the campaign period and drive home the proposition - Citibank Debit cards are the best way to spend . This is specially targeted to customers who are inactive on the Debit card usage
    • The more they use their Citibank Debit cards for purchases, the more chances they have in the lucky draw
  • 5. Project Highlights
    • Project Period
    • Sept 2009-December 2009 – to be extended to January 2010
    • Project Markets
    • 7 cities in India: Mumbai, Delhi, Bangalore, Chennai, Kolkata, Hyderabad, Pune
    • Mastercard is sponsoring 4 tickets along with travel expenses for Citi customers to watch the UEFA champions league quarter finals in April next year
  • 6. Project Construct
    • Step 1:
    • Spend a min total of Rs 5000 on your Citibank Debit card during the contest period.
    • Step 2:
    • Enter a slogan by logging onto www.citibank.co.in and choosing the keyword “Mastercard Debit UEFA contest”.
    • Whats More!!!! One winner every Month will get exclusive UEFA merchandise.
  • 7. Campaign Advantages
    • UEFA championship is an extremely popular sporting event
    • Citi is the only bank in India that MasterCard is partnering with for this event
  • 8. Campaign Insight
    • To activate maximum customers on their Debit cards using this Popular Soccer event
    • To increase Debit Card spends by activating more customers during the Festival Season
  • 9. Uefa – MasterCard Citibank Debit Card Promo Plan
    • Sustained communication at each stage of customer lifecycle
    360 o Marketing Plan
    • UEFA Debit Card Welcome Pack Promo Banners
    • Welcome Pack Envelop Banners
    • Welcome Pack Promo Inserts
    • ATL
    • Radio spot
    • Integrate into Television Telecast in Ten Sports
    • UEFA Debit Card Renditions
    • Rendition Envelop Banners
    • Rendition Reverse Ads / Inserts
    • CitiPhone calling
    • Citi Phone Officers’ contest
    • Active Phone Communication to Banking Customers informing them to use Debit Cards for more purchases
    • Electronic Channels
    • E DMs to customers & frontline
    • Banners/Pop-ups at CBOL website
    • SMS Campaign
    • ATM Branding (in key cities only)
    • Standees
    • Danglers
    • Posters
    • Merchandise display
    • Leaflets
    • BTL / PR / Events
    • Screening of the semis and the finals in lounges/pubs; Festive/seasonal greeting cards / mailers
    • Tying up with Coffee Day/Barista - Have Debit Card/UEFA tabletop games during the campaign period
    • Activation Events in Malls & Multiplexes –Utilise Tie Up with Fame Adlabs across the country
  • 10. 360 o Marketing Roll-out Calendar Sun Sat Fri Thurs Wed Tues Mon September 2009 30 E-banners 29 Follow-up EDM Client & CitiPhone Contest 28 Launch EDM / E-banners / Event in Malls & Multiplexes 27 26 25 Festive / seasonal greeting cards to clients with offer if any 24 Launch with new collaterals / Radio Ads / EDMs / 23 Radio Ad, Welcome Pack banner/insert 22 CitiPhone Contest Launch / Rendition Banners / Ads 21 Print of all collaterals 20 19 18 Finalization of Posters, Standees, Tent Cards, Leaflets, Danglers 17 Finalization of Welcome Pack Banner & Envelop / E-DM / E-banners 16 Festive / seasonal greeting cards, Mall & Multiplex Activation Presn 15 Posters, Standees, Tent cards, Danglers, Leaflets iteration if any 14 Welcome Pack Banner & Envelop / EDM / E-banners Iterations if any 13 12 11 Posters, Standees, Tent cards, Danglers, Leaflets Presentation 10 Welcome Pack Banner & Envelop / E-DM / E-banners Presn 9 UEFA -MasterCard Debit Card Promo Plan + Concept Posters Finalisation 8 UEFA -MasterCard Debit Card Promo Plan + Concept Posters 7 6 5 4 3 2 1 12
  • 11. 360 o Marketing Roll-out Calendar Sun Sat Fri Thurs Wed Tues Mon October 2009 1 31 30 29 28 27 26 25 Event in Malls & Multiplexes 24 Event in Malls & Multiplexes 23 Rendition Banners / Ads 22 21 20 19 Follow-up EDM Client & CitiPhone Contest 18 17 Diwali 16 15 14 Follow-up EDM Client & CitiPhone Contest 13 Launch of specific Diwali offer through EDM if any 12 F estive / seasonal greeting cards to clients with offer if any 11 Event in Malls & Multiplexes 10 Event in Malls & Multiplexes 9 8 7 Follow-up EDM Client & CitiPhone Contest 6 5 Launch of Branch Road shows for festive season 4 Event in Malls & Multiplexes 3 Event in Malls & Multiplexes 2 Launch Tie-Ups with Youth Joints – CCD & Barista if possible 1 Follow-up EDM Client & CitiPhone Contest
  • 12. Poster – Option 1
  • 13. Poster – Option 2
  • 14. Poster – Option 3
  • 15. Collateral Samples – Tent Card
  • 16. Collateral Samples – Standee
  • 17. Collateral Samples – Leaflet Dispenser