1. DDeessccrriibbee tthhee bbuussiinneessss cchhaalllleennggee::
HDFC Bank has around 3570 ATM‟s spread across 550 cities. Last year there was a directive passed by RBI which
enabled a customer to withdraw cash at any bank‟s ATM without any charges. This presented both a challenge &
opportunity to banks like HDFC who had invested hugely in building their ATM network. The challenge was that the ATM
network of a bank no longer remained one of its key selling propositions. The opportunity was to attract customers of other
banks to withdraw cash from the HDFC ATM‟s & this can become the starting point of a relationship which HDFC can
develop with these customers.
Based on the above insight HDFC invested to upgrade its ATMs & introduce options which made them more fast, efficient
& safer than ATM‟s of other Banks. One of such key initiative was introduction of “My Favorite” Transaction option which
made cash withdrawal from HDFC ATM‟s 40% faster compared to any other ATM.
DDeessccrriibbee tthhee ccoonnssuummeerr cchhaalllleennggee::
The challenge was to communicate the message that “HDFC Bank ATM‟s are 40% faster” in an interesting & engaging manner
& to demonstrate how that will make the customer‟s life much easier and thus gain an advantage over other International banks.
IInnssiigghhtt::
People realize the importance of time more, when they face an impediment in getting through to their favorite thing. For e.g.
Delay in start of a cricket match, Delay in the arrival of a loved one etc.
SSttrraatteeggyy::
Since HDFC Bank‟s 40% faster ATMs allowed the customer to skip the usual process and get straight to withdrawing their
„favorite‟ amount, the same had to be communicated to our consumers in a way which would not only deliver our message but
do so in an innovative manner that adds value to the customer‟s experience. Our TG is a very heavy consumer of financial
magazines and hence, the idea was to engage them through these mediums and explain to them that “HDFC Bank ATM‟s are
40% faster” in an innovative & engaging way.
AAccttiivvaattiioonn::
Driven by the insight, we integrated our message with the format of the magazines.
In Magazines the cover story is the most important & read story. It‟s the cover story which sells an issue & is something which is
the most favorite article from the Reader‟s point of view hence we thought that there was synergy in the cover story & “My
Favorite option” in HDFC ATMs.
Thus to demonstrate “40% faster” concept which was pivotal part of our communication, we came up with the idea of helping the
reader of the magazine reach the cover story FASTER.
This was done by placing a flap on the cover which was attached to the HDFC ad placed within the pages of the cover story.
The top side of the Flap says “Get to the cover Story 40% faster” while the other side of the Flap elaborates: “Like cash
withdrawal at HDFC Bank ATMs”
Through the flap when a reader reached the ad in the cover story instead of having a normal plain vanilla ad we had a join the
dots creative where in a reader had to join the dots to bring alive a „Fighter Plane‟ and thus once again establishing the „Fast‟
concept.
Thus by placing our Ad within the cover story & helping the reader reach the cover story faster through the Flap we highlighted
both the “My Favorite option” & “40% faster” concepts contextually. This was done across magazines which have a high affinity
to our target audience
CCaappttiivvaattiioonn::
The post campaign research showed that the total awareness for the campaign in the banks TG was 59% out of which 23%
recalled seeing it in magazines- though the magazine spends were much smaller compared to other mediums. In total we
delivered 3.8 Mn impressions through this concept and as per internal data from the Bank there was an 8% increase in ATM
transactions post the campaign.
CNBC‟s- India‟s leading business channel-advertising show-Storyboard also featured the magazine campaign & praised it for
the simple, innovative & clutter breaking way of using a mediums inherent strength to communicate the advertising message.
Submitting Agency: Starcom Worldwide (India)
Client/Brand: HDFC Bank
Campaign Title: Faster ATM‟s
Client Description: ATMs
Date Beginning-Date End: Jan‟10 – Apr‟10
Contact Vehicles: Print (Magazines)
CATEGORY: Creativity/Innovation
Agency Credit
Girish Upadhyay -+919820438321-
gupadhyay@starcomindia.net
Saurabh Tyagi, Kalpesh Thakkar, Pranshu Sharma
Sujata Dwibedy, Ketan Karnik, Stephen Sequira, Annie
Velankar, Pravin Govekar