2. 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.
3. -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
5. 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
6. How?
Talk simple
Pre requisite of any good communication is to be simple and
comprehensible.
Avoid long body copy and unnecessary details
Try out intelligent messaging
7. 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)
8. 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.
9. 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.
32. Run integrated campaign in digital domain simultaneously with
conventional media.
Earmark 15 percent of the total advertising budget in social media.
33. 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.
34. 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 ad
Display 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.
35. 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.
