Bank of Baroda case study

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A case study of the work we did for India\’s fourth largest bank. Targeting second gen Asians in the UK.

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Bank of Baroda case study

  1. 1. CASE STUDY BANK OF BARODA MARKETING CAMPAIGN AUTUMN/WINTER 2009 © nation1.co.uk 2009
  2. 2. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 ABOUT NATION1 Nation1 is a digital marketing agency; however we differentiate ourselves by focusing on niche audiences for growth focused clients. We develop big ideas that have a digital element at their core. These ideas are initially project based, focused on a achieving a specific objective over a fixed timescale and allow our clients to dip their toe in the digital water with something more exciting, creative and measurable than just a website or a Google adwords campaign. Our approach is low risk as almost always we create something new that stands apart from your core business or website. Our ideas have a proven track record of delivering results. © nation1.co.uk 2009
  3. 3. © nation1.co.uk 2009
  4. 4. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 CAMPAIGN AIMS • To increase account base by 5,000 over campaign • To boost awareness of the Bank of Baroda amongst first and second generation Indians, as well as the wider UK audience • To convey a message of reassurance during these challenging financial times and position the Bank of Baroda as a reliable and safe home for people’s money • To highlight a selection of our key products © nation1.co.uk 2009
  5. 5. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 CAMPAIGN SUBSTANTIATION • Bank of Baroda now has over 35 million customers across 25 countries worldwide • This makes it a serious global banking operation comparable to many of the larger Western banks • Indian Government backing provides an extra layer of security • Prudent management has helped the Bank avoid the excesses of the credit crunch • The bank is currently in a healthy financial position, with over 50 years of experience in the UK © nation1.co.uk 2009
  6. 6. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 CAMPAIGN THEME • The campaign theme needs to resonate in all our communications, from marketing through to customer services and branch operations • It will stress reliability, security, safety and reassurance • It applies to our staff and customers at all levels, from personal banking right through to corporate operations The campaign theme is ... © nation1.co.uk 2009
  7. 7. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 Bank on Baroda © nation1.co.uk 2009
  8. 8. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 WHY DOES THIS WORK? • Bank on Baroda offers a simple and memorable expression of all that the Bank stands for • It is a phrase you can actually imagine people saying in real life • It is relevant to everything from the integrity of our staff to the strength of our products • It stresses reliability, security and safety • It can work in different media and sales situations © nation1.co.uk 2009
  9. 9. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 SO HOW WILL WE GET OUR MESSAGE ACROSS? • We will advertise on TV stations like Zee, Sony, Star, Aastha, B4U and NDTV • We will use press advertising in newspapers and magazines like Leicester Mercury, Manchester Evening News, Asia Today, Eastern Eye, and Asian Voice • Radio stations like Sabras, Radio XL, Sunrise and Asian Sound will carry our jingles • Online banner ads will appear on Money Control, Economic Times, Times of India, NDTV, Hindustan Times, Financial Express, Samachar, India Times, Rediff, Make my Trip, and Bhejafry • Tube posters will be taken on the London Underground, as well as bus-sides on London buses • Point of Sale posters in branches, as well as a suite of re-designed product literature © nation1.co.uk 2009
  10. 10. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 HOW ELSE WILL WE INCENTIVISE NEW CUSTOMERS? • We have created a unique DVD offering a double-bill of entertainment featuring Jab We Met and Welcome • This DVD will be distributed to all branches • It should be given to all customers who open a new account with us • This promotion will be advertised in the majority of media that we are using for the campaign • For more details, please see the campaign circular © nation1.co.uk 2009
  11. 11. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 BANK ON BARODA CAMPAIGN CREATIVE © nation1.co.uk 2009
  12. 12. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 CREATIVE ASSETS © nation1.co.uk 2009
  13. 13. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 PHOTOGRAPHY © nation1.co.uk 2009
  14. 14. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 TV © nation1.co.uk 2009
  15. 15. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 POSTERS © nation1.co.uk 2009
  16. 16. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 BUS SIDE © nation1.co.uk 2009
  17. 17. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 PRESS © nation1.co.uk 2009
  18. 18. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 MICROSITE LANDING PAGE + DATA CAPTURE © nation1.co.uk 2009
  19. 19. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 POINT OF SALE © nation1.co.uk 2009
  20. 20. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 POINT OF SALE (con’t) © nation1.co.uk 2009
  21. 21. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 DL LEAFLETS © nation1.co.uk 2009
  22. 22. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 ROLLER BANNER © nation1.co.uk 2009
  23. 23. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 LEAD GENERATION CARD © nation1.co.uk 2009
  24. 24. BANK OF BARODA MARKETING CAMPAIGN - AUTUMN/WINTER 2009 CONTACT To speak to Nation1 about niche diital marketing for your brand contact: andrew.grant@nation1.co.uk / 077 147 606 51 GLASGOW LONDON 144 West Regent Street, 34-35 Great Sutton Street, G2 2RQ EV1V 0DX © nation1.co.uk 2009

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