In 2002, Seylan Bank introduced the Hi Flyer product targeting urban youth aged 18-25. However, Hi Flyer did not achieve its goals. In 2006, the bank revitalized the brand by differentiating its features, collaborating with research firms and media partners, innovating the name and graphics, and cultivating the brand personality through events and an ambassador. These efforts led to significant growth in deposit base and number of accounts for the rebranded Cool Cash product between 2003-2007, outperforming the previous Hi Flyer product.

1. IN YEAR 2002….

2. HI FLYER CAME IN TO THE MARKET
TARGETING THE URBAN YOUTH (THE AGE CATEGORY OF
18-25)

3. MAIN REASONS WHY WE BROUGHT IN
THIS PRODUCT TO THE MARKET
• TO RETAIN TIKIRI ACCOUNTS BALANCES WHEN THEY REACH
MATURITY
• TO INCRESE THE CUSTOMER LIFETIME VALUE OF SEYLAN
BANK

4. BENEFITS TO THE BANK BY HAVING A
YOUTH CUSTOMER BASE
• TO CROSS SELL
• TO INCREASE PUBLIC RELATIONS
• TO ENHANCE THE IMAGE OF THE BANK

5. HI FLYER COULD
NOT ACHIEVE THE
GOALS SET AT ITS
INCEPTION

6. THE ACCUMULATED DEPOSIT
BASE FROM 2002 TO 2005(3 years)
WAS RS 58 MIO AND NUMBER OF
ACCOUNTS FOR HI FLYER WAS
4847

7. “THE PROCESS” OF
REVITALIZING THE BRAND
STARTED…

8. WE LOOKED AT THE
COMPETITORS AND CARRIED
OUT A SWOT ANALYSIS

9. WE FOUND OUT THAT
FEATURES OF HIFLYER WERE
SAME AS ITS COMPETITOR
PRODUCTS IN THE MARKET
• HIGHER INTEREST RATE
• ATM CARD
• TRADITIONAL DRAW SCHEMES

10. What is a brand ?

11. A BRAND IS A PERSON’S GUT
FEELING OF A
PRODUCT,SERVICE OR AN
ORGANIZATION

12. IT’S A GUT FEELING BECAUSE
PEOPLE ARE;
EMOTIONAL
INTUITIVE BEINGS

13. There are so many savings accounts in
the market. How do you decide which
one to open?
LEAP
Double SS
Jayasri
Kapruka
YES 18 plus Ranliya
Vanitha vasana
Pathum Vmana
Dana ayojana
Merit Rewards

14. “TRUST”

15. T=r +d Trust Reliability Delight

16. WE PLANNED ALL INTERNAL
AND EXTERNAL MARKETING
ACTIVITIES BASED ON THAT
EQUATION

17. 4 DISCIPLINES
1. DIFFERENCIATE
2. INNOVATE
3. COLLABORATE
4. CULTIVATE
Brand
Values
Brand
Reflection
PODs

18. 1. Differenciate

19. Normally People
are hardwired to
notice only
what's different

20. Core Product
Savings
Basic Product
Youth savings
Interest
Expected Product
Initial Deposit
High Interest
AATTMM CCaarrdd
Augmented product
1. Giving exclusivity
to the expected
branding product by
card
the ATM
2. Adding a
quarterly
draw scheme
to the
augmented
product by
Giving an
option to the
customer to
chose a
prize.
Draw Scheme
Loyalty Scheme
2. Adding a loyalty
scheme to the
potential product by
giving an additional
monetary benefit on
the customer’s
B’day.

21. 2.COLLABORATE
Ranjini
Gurisinghe mahaththaya
Thilaka nona
Sanath
Lokka mahaththaya
Rohini
Matilda akka
Music
Lighting
Make up
Camera
Sound
Back ground music
Angle camera
Editing
Art director
Assistant art director
Script
Malani Fonsekai
Ravindra Randeniya
Anoja Weerasinghe
Fredi Silva
Gamini Fonseka
Sanoja Bibile
Ranjini dalukotuwea
Premasiri Kemadasa
Kumara rathnayake
Ani Perera
Sanjaya mendis
Techo Sounds
Sunil Edirisinghe
Uday De Zoysa
Priyantha Rathnayake
Ruwan Jayasooriya
Kamal Rajapakse
Udaya Kumara
Just think of making a
film …. How many
people got involved in
it ???

22. We dealt with a research company to find out
customer expectations of a youth savings product
and to identyfy a suitable logo.
• Collaborate
Research was carried out at three geographical
areas
COLOMBO (Urban) KURUNEGALA (Semi Urban) POLONNARUWA( Rural)

23. Worked with the advertising agency to develop
publicity materials/ execute proper scheduling
Dealt with Radio stations( Specially Y
fm) /TV in order to have special youth
programs .
Had a close
relationship with the
brand ambassador
“IRAJ”

24. 3. INNOVATE
CREATIVITY IS WHAT GIVES COOL CASH
IT’S TRACTION IN BOTH EXTERNAL AND
INTERNAL MARKET PLACES.
We never tried to separate creativity from
the strategies
Strategy Creativity

25. We never did strategic thinking like
A B C D
We did it as..
Z
X
T
V

26. WE ZIG
WHEN OTHERS
ZAG

27. CAME OUT WITH A STAND-OUT NAME
AND GRAPHICS
Likeability
Distinctiveness
Brevity
Easy Spelling & Pronunciation Protectability

28. CAME OUT WITH A STAND OUT NAME
AND GRAPHICS

29. CAME OUT WITH A STAND OUT NAME
AND GRAPHICS

30. CAME OUT WITH A STAND OUT NAME
AND GRAPHICS
Distinctiveness Brevity
Easy Spelling & Pronunciation Likeability Protectability

31. HI FLYER Unfamiliar
urban Rural
New brand
name
Familiar

32. INTERNAL AWARENESS
CAMPAIGNS
• SURPRISED THE STAFF MEMBERS
• MADE STAFF MEMBERS TO KNOW
(Awareness) OUTSTANDING ACCOUNT
CANVASSERS
• SENT OUT CREATIVE EMAILS

33. On the first working day of year 2006 we
decorated all lift corridors of all floors with
gas filled balloons and kept a cool cash
mug on the table of each staff member
along with a cool cash leaflet . We executed
same at all our branches too.
Staff members were surprised with what we
have done and all red the leaflet since it
was something new to them. That's how we
created the initial awareness for cool cash
among our staff members.

35. EXTERNAL AWARENESS
CAMPAIGNS
• Emotional and Information based
advertisements were executed.
Emotional - MUSIC
Information-FACTUAL
We paid more attention on back ground
colours/ music in order to get in to the mind-set
of youth.

37. 4.CULTIVAT4.E CULTIVATE
Brand Is Like a Human Being …..
• We always tried to
make people to feel
the character of the
brand.
IF people could change their
outer look without changing their
values , Why a brand can do the
same?
“IRAJ” played a major
role in taking brand
personality of “ Being
Cool” to the target
audience by endorsing
/ attending special
radio/ Tv programs.

38. We also created the other brand personalities (Fun /Easy going/Sporty)
of cool cash by sponsoring Musical Shows and some sports events.

40. Reliability+ Delight
Internal External
1. Staff get an Incentive by
canvassing Cool Cash accounts
(D)
2. They get an incentive on an on going basis (R)
1. Additional Monetary Benefit (D)
2. Get Birthday cash as long as
he/she maintains the account (R)
PUSH
PULL

41. DELIGHTING THE CUSTOMER
competitors
Customer
Situation
Analysis
Marketing
Strategies
Market Development
Implementation of Communication Mix
Product Differentiation
Communication
Strategies
Implementation
of Marketing
Strategies
Customer Service
Internal Marketing
Satisfied
Employee

42. THIS IS WHAT WE SAY ABOUT THE
PRODUCT….
IT should Not be What we Say….
IT should be what they say …………

43. PERFORMANCE (Deposit Base)
COOL CASH
56,685,000
29,248,025
HI Flyer
38,584,920
247,000,000
356,000,000
400,000,000
350,000,000
300,000,000
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
0
46%
335%
31%
2003 2004 2005 2006 2007

44. PERFORMANCE (Number of Accounts)
COOL CASH
4793
32500
18890
HI Flyer
2613 3345
35000
30000
25000
20000
15000
10000
5000
0
28% 43%
293%
2003 2004 2005 2006 2007

46. THANK YOU