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CitiDLF IPL - 2010CampaignStrategy
Citi’s IPL campaignstrategy for 2010
Strategy -Indian Premier League(IPL) 2010
I. Brand Strategy                            II. Business StrategyDevelop Brand properties which deliver       l mega hook...
Maximizingon-groundvisibility impact
Boundary Rope      Giant ScreenIn-stadium kioks   Cheering kits
Mid-wicket logo       Perimeter BoardsChequered Boards   Man of the Match cheque
Citi’span-BusinessIPL campaign
CG Member-get-Member                                                         CG Upgrade Program  ProgramCG clients were gi...
Citi@Work                                                             Card Usage Promo            Referral ProgramThis pro...
Jet Airways Citibank                                      Citi Cash Rewards           Card Promo                          ...
Citi’sPR Strategyfor IPL
Citi U-23 Award                                       U-23 Award         PR Event – Mar’10                                ...
FranchiseBenefits
Client Hospitality                                   Corporate Citizenship2750 Citi clients across various business lines ...
Payment Gateway                             Employee Contests4 out every 5 tickets sold online was   ‘Citi 20-20’ Knowledg...
IPL BusinessResults
Cards Usage Promo57% increase in spendsat Shoppers Stop82% increase in Volumesales and 61% increasein Value at otherpartic...
Citi Cash RewardsCredit Card PromoNew Card acquisitionnumbers increase by 75% overprevious month for Citi CashRewards Cred...
Jet Airways Citibank Credit Card Promo  200% increase in Jet Airways  Platinum Card bookings  with 1086 new Jet Platinum  ...
Citi@Work Referral program19 ICG & LCB corporates acquiredin 35 days which could translateto ~3M accounts across key corpo...
CitigoldMember-get-MemberProgram116 new CG/CGS clientsto an infusion ofapproximately$15.5 MM of fresh funds
NRI CitigoldUpgrade Program      101 clients upgraded      with incremental AUMs      to the tune of $ 22 MM.
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Citi DLF IPL 2010 - Campaign Strategy

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Citi DLF IPL 2010 - Campaign Strategy

  1. 1. CitiDLF IPL - 2010CampaignStrategy
  2. 2. Citi’s IPL campaignstrategy for 2010
  3. 3. Strategy -Indian Premier League(IPL) 2010
  4. 4. I. Brand Strategy II. Business StrategyDevelop Brand properties which deliver l mega hook of hosting clients at Use theon Citi’s brand purpose (Driving Success): the VIP enclosure in IPL matches to run high impact Business campaigns across‘Citi Moment of Success’l key LOB’sl with your Citi’‘Cheer Campaigns aimed at acquiring new l‘Citi U-23 Success of the League’l affluent clients and rewarding existingEnsure salience and reach in the Citi TG clientsMedia MediaIn addition to on-ground sponsorship Use relatively inexpensive non-traditionalentitlements, non-traditional media to be media to directly communicate withused as traditional mass media is too prospective and existing clientsexpensive
  5. 5. Maximizingon-groundvisibility impact
  6. 6. Boundary Rope Giant ScreenIn-stadium kioks Cheering kits
  7. 7. Mid-wicket logo Perimeter BoardsChequered Boards Man of the Match cheque
  8. 8. Citi’span-BusinessIPL campaign
  9. 9. CG Member-get-Member CG Upgrade Program ProgramCG clients were given an opportunity to refer their Customers who increased their Relationship Valuefriends to open a CG account. If the friend opened a with Citi to True CG / CGS levels with a minimum ofCG account, both the existing client and is friends USD 50M / 100M of offshore products were rewardedwere hosted by Citi to an IPL match in the VIP with 1/2 IPL VIP passes. Two lucky winners basis aenclosure slogan contest also won return airfare for 2, 5-starThis was a Global campaign that was run across key hotel accommodation and a chauffeur driven car.NRI markets like UK, UAE, Singapore, Australia,Kenya, etc.
  10. 10. Citi@Work Card Usage Promo Referral ProgramThis program was launched by Citi@Work for the ICG Highest spenders on a Citi Card at select partners& LCB Relationship Managers to drive corporate outlets/websites such as Shoppers Stop, Yatra,referrals BookmyShow, Chroma, etc. won IPL VIP passes
  11. 11. Jet Airways Citibank Citi Cash Rewards Card Promo Card PromoCustomers who booked a Jet Airways Citibank Credit Customers who booked a Citi Cash Rewards Credit CardCard in the promo period won a domestic Jet Airways in the promo period won a complimentary IPL matchair ticket and 2 IPL match tickets. ticket.
  12. 12. Citi’sPR Strategyfor IPL
  13. 13. Citi U-23 Award U-23 Award PR Event – Mar’10 Presentation – IPL’10’Citi U-23 – the Trophy unveils’ was a grand event In keeping with Citi’s Global sponsorship objective ofhosted by celebrated anchor Mandira Bedi. The promoting young talent, the ‘Citi U-23 Success of thetrophy was unveiled by Rohit Sharma – 2009 Winner & League’ trophy was awarded to Saurabh Tiwary fromN Rajashekaran – CBM, GCG. The event was widely Mumbai Indians. The Citi trophy found coverage in allcovered through Medianet in the 4 main metros. leading dailies.
  14. 14. FranchiseBenefits
  15. 15. Client Hospitality Corporate Citizenship2750 Citi clients across various business lines hosted On Apr 12th 2010, Citi hosted 40 underprivileged kidsin the VIP Hospitality area aged 8 - 14 from Pratham, a partner NGO, to an experience of a lifetime at an IPL match
  16. 16. Payment Gateway Employee Contests4 out every 5 tickets sold online was ‘Citi 20-20’ Knowledge Series quiz contests were organized for Citi employees across Indiathrough Citi payment gateway.Sales through Citi PG are over $ 2.5MM with a revenue of over $ 45 M.
  17. 17. IPL BusinessResults
  18. 18. Cards Usage Promo57% increase in spendsat Shoppers Stop82% increase in Volumesales and 61% increasein Value at otherparticipating merchants
  19. 19. Citi Cash RewardsCredit Card PromoNew Card acquisitionnumbers increase by 75% overprevious month for Citi CashRewards Credit Card,with the month endingat 1100 bookings
  20. 20. Jet Airways Citibank Credit Card Promo 200% increase in Jet Airways Platinum Card bookings with 1086 new Jet Platinum cards booked as against a BAU monthly run rate of 350 for 2010.
  21. 21. Citi@Work Referral program19 ICG & LCB corporates acquiredin 35 days which could translateto ~3M accounts across key corporateslike Etisalat DB, Emcure Pharmaceutics,Gilbarco Veeder-Root, etc.
  22. 22. CitigoldMember-get-MemberProgram116 new CG/CGS clientsto an infusion ofapproximately$15.5 MM of fresh funds
  23. 23. NRI CitigoldUpgrade Program 101 clients upgraded with incremental AUMs to the tune of $ 22 MM.

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  • nikkigarg16

    Nov. 2, 2012
  • jaynikunj

    Oct. 15, 2014

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