Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Fullerton India - Outdoor Branding Case Study

1,585 views

Published on

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

Published in: Business, Technology
  • Be the first to comment

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

×