You've got a mail - India Post Campaign

11/21/11 Project You’ve Got Mail!

Ushering in a brand new channel Opportunity to add a new acquisition channel Opportunity to change acquisition mix in India cards through a high reach channel 11/21/11

Why India Post? Is it not known as snail mail! 11/21/11

Why India Post? Total Infrastructure Advantage Post Offices 155,333 Postal workforce 520,191 Mail Business Centers (MBCs) 300* The sheer volume of these numbers give us an idea about the total reach of India Post! * Source www.indiapost.gov.in 11/21/11

Why India Post? Extensive Reach - India Post delivers! 1,575 Crore mails every year linking every nook and corner of the country A network of over 1.5 Lakh Post Offices and 5.5 Lakh letter boxes. One post office serving 7160 people & covering an area of approximately 21.2 sq. kms This infrastructure can reap huge benefits for Citi by opening up a brand new acquisition channel! 11/21/11

Why Direct Post? With the increasing commercial activity in India, the need for Direct Mailing services is growing In advanced countries, Direct Mail now constitutes a pre dominant portion of mail traffic handled by Postal administrations Direct mail spending reached $58.4 Billion in 2007, and should pass $72 Billion by 2011! (Source : http://directmag.com/disciplines/directmail/winterberry_anticipates_growth_0123/) 11/21/11

11/21/11 Source www.indiapost.gov.in Why Direct Post?

The Product Brief! The existing Pin Code system has been re-designed Citi will be provided Exclusive Customer Pin Codes Each Pin Code has its designated area which is again divided by socio economic classification E.g. Pin Code 600 020 in Chennai has the following areas covered ADYAR (SEC A+, A & AB) INDIRA NAGAR (SEC A & AB) CENTRAL LEATHER RESEARCH INSTITUTE (SEC A & AB) KASTURIBAI NAGAR (SEC A & AB) SHASTRI NAGAR (SEC A+, A & AB) THEOSOPHICAL SOCIETY (SEC A+, A & AB) 11/21/11

11/21/11 Mr. Srinivasan – the Postman Aged 42 yrs Mr. Srinivasan has been delivering mails for the last 16 years His daily beat plan has made him well known amongst the locality he serves and hence he is welcome in most households with a glass of water, bakshish, diwali sweets… A trusted person with an impeccable delivery record and access to the households, he ensures that the Direct Post gets delivered every time He has been trained to handle corporate clients’ Direct Post in the most effective manner We are assured that Mr. Srinivasan, will make a huge difference in effective delivery of our communication than the ever changing courier boys

11/21/11 “ Indian companies are looking at a reliable infrastructure network which reaches out to the nook and corner of the country and Post Offices are at the top of their mind,” a Federation of Indian Chambers of Commerce & Industry (FICCI) official said. Market Speak

11/21/11 Citi Titanium Card Brief/Benefits Product Benefits & Offers A new Credit Card that makes every rupee count Powerful Rewards Program: Cash Reward Points for all your spends with 5 times the Rewards on Weekend Spends Multiple Redemption Options: Redeemable Reward Points for cash, air travel, shopping or gifts MasterCard Exclusive Program: Fabulous offers across Retail, Dining and Lifestyle brands Best in-class interest rate: Benefits of a special interest rate of 2.5% per month

11/21/11 The Creative Objective Simple communication that elicits a positive response as a card of superior value to consumers Keep the Offers and the Redemption options in the ‘Hot Spot areas in the Direct Mail’ since it is a paid credit card Adapt an extension of the launch route for greater recall Sign off with an easy fulfillment option - “SMS TITANIUM to 52484” and applying online at www.citibank.com/india the next time the customer checks his mail

11/21/11 The Creative Process Nothing works all the time, but there are some techniques that are universal in their effectiveness Successful direct mail doesn’t depend on fancy, four-color design or "creative" copy Direct mail techniques are based on real world testing, which is the only kind that counts However, no amount of testing is conclusive until the prospect utilizes the offer Only 15% to 20% of the prospects will even consider reading (Source : http://directmag.com/disciplines/directmail/ winterberry_anticipates_growth_0123/)

11/21/11 The Creative – Step 1 Concept Development Process Those who do read will go through a 3-stage decision process Relevance – Out of 100, approx. 20% actually read the mailer. These consumers spend around 15 to 20 seconds opening and scanning the package. (Source : http://www.directcreative.com/direct-mail-questions-and-answers.html) The Hot Spots (most read areas) in a Direct Mailer include: Headlines Subheads Picture Captions Signature Post Script The acceptance statement on your response device 80% of readers look at the P.S. (Source : http://www.marketingtoday.com/DirectMail/dmmistak.htm)

11/21/11 Citi Titanium Credit Card DM Envelope Line Options Some time-tested opening gambits: asking a direct question How about enjoying your weekends 5 times more? going straight to the heart of the reader’s most pressing problem or concern Rs. 4000 savings inside! Would you like to save Rs. 4000 on your shopping? starting the offer up-front, especially if it involves money; saving it, getting something for an incredibly low price, or making a free offer Now enjoy great savings and fabulous offers on apparel, dining, lifestyle and more! (Since we do not talk about free, this option not recommended)

11/21/11 Citi Titanium Credit Card DM Offer Letter The letter is a very important part of your direct-mail package since it carries the content and gives the consumer a snapshot of the complete mailer Put the main benefit in a headline. Keep it as simple as possible, but make it powerful (appealing). You have to get them to want to read the whole letter. The headline sells the letter, so make it a great one. The headline accounts for fifty percent of the success of a direct mail campaign. Basically, the headline gives the reader a good reason to spend a few minutes with your letter.

11/21/11 Citi Titanium Credit Card DM Offer Letter Opening Statement Options Some options of powerful openings: Decide on the main benefit your product or service and put the main benefit in the opening. Now get 5 times more Reward Points for your weekend spends! Presenting the new Citi Titanium Cash Rewards Credit Card that is changing everyone's credit card experience, yet again.

11/21/11 Citi Titanium Credit Card DM Offer Letter Opening Statement Options Some options of powerful openings : Keep it as simple as possible, but make it powerful (appealing). The opening statement accounts for 50% of the success of a direct mail campaign. Welcome to the world of Citi Titanium Cash Rewards Credit Card. It will not only make every rupee count by getting you more than you imagined, but also make your weekend spends 5 times more rewarding!

11/21/11 Citi Titanium Credit Card DM Offer Letter Opening Statement Options Some options of powerful openings : The opening statement gives a good reason to spend a few minutes with the letter. Have you forgotten the excitement of owning a credit card? Do they all look the same to you in terms of offers and benefits? Welcome to the world of Citi Titanium Cash Rewards Credit Card. It will not only bring back the excitement and get you more than you imagined but also make your weekend spends 5 times more rewarding!

11/21/11 The Creative – Step 2 Concept Development Process Those who do read will go through a 3-stage decision process Reason to say no. – Around 10% to 14% of all those who read, if they think it's relevant, they are beginning to think about saying yes, but continue to read until they find a good reason to say no. (Source : http://www.directcreative.com/direct-mail-questions-and-answers.html) They will pay particular attention to: Charts Diagrams Tables Illustrations Bullet lists Other summaries in order to get details quickly

11/21/11 Citi Titanium Credit Card DM Letter Copy Some direct mails save their strongest pitch for last, starting slow and hoping to build to a climactic conclusion. A mistake. Typical prospects gave five seconds before they decided whether to continue reading or throw the mailer in the trash. The letter must grab their attention immediately. (Source : http://www.marketingtoday.com/DirectMail/dmmistak.htm) Appeal to all five senses. A direct mail is three-dimensional and can appeal to all five senses: sight, hearing, touch, smell, taste (e.g. Food major like Nestle included samples of Maggi in their mailer). Yet most users of direct mail fail to take advantage of the medium's added dimension.

11/21/11 Citi Titanium Credit Card DM Letter Copy Some options of powerful copy: Make the copy active and engaging. Always keep the goal in mind, keep them moving through the letter. Today attention spans are very short, so keep your copy lively and interesting. What's more, your Reward Points do not expire, and can be redeemed, towards a multitude of benefits. You can now enjoy those shopping bouts or indulge in those fine dining experiences with your loved ones. With your Citi Titanium Cash Reward Credit Card, you can: Redeem your Reward Points on a variety of options including cash back, air miles and shopping Enjoy the best interest rate in the category: 2.5% per month Get exclusive dining, Travel and Lifestyle offers Earn Reward Points that do not expire

11/21/11 Citi Titanium Credit Card DM Letter Copy Some options of powerful copy : Make sure the letter is about them. What they want, need and should have. The only reason they are reading your letter is for the perceived benefit they hope is there. So keeping giving them the benefits they want. And keep asking them to take action. What's more, your Reward Points do not expire, and can be redeemed, towards a multitude of benefits. You can now enjoy those shopping bouts or indulge in those fine dining experiences with your loved ones. To apply, SMS TITANIUM to 52484 or visit www.citibank.com/india

11/21/11 Citi Titanium Credit Card DM Letter Copy Some options of powerful copy : Be believable, Never tell them something they will not believe. Back any claim you make with proof from objective sources, charts, test results, statistical evidence, testimonials (from real people, "social proof“), and it works every time.

11/21/11 The Creative – Step 3 Concept Development Process Those who do read will go through a 3-stage decision process Read to confirm a yes decision – They are now looking for confirmation that this is a good decision. At this point, we have 20 to 25% of all readers remaining or 2% to 4% of all mailed. They will pay particular attention to: Fulfillment package Reply element The postscript (P.S.) where you need to repeat the benefit and ask them to take some kind of action. Over 40% of the readers will only read the headline and the postscript so make it a good one. (Source : http://ezinearticles.com/?7-Habits-of-Highly-Successful- Direct-Mail-Campaigns&id=2396499)

11/21/11 Citi Titanium Credit Card DM Letter Closing Some examples of powerful fulfillment: The prospect who has reached this stage is 2% - 4% of total mailed, so do not forget to thank them profusely. You have probably earned a customer for life! (Source : http://www.directcreative.com/direct-mail-questions-and-answers.html) To apply, SMS TITANIUM to 52484 or the next time you are online to check your mails or to catch up with your friends, visit www.citibank.com/india and click on keyword ‘Titanium’. We hope you rediscover the joys of earning 5 times more on your weekend spends only with Citi Titanium Cash Reward Credit Card. Warm Regards,

11/21/11 Citi Titanium Credit Card DM Letter Closing Some examples of powerful fulfillment: Since the attention span is so low, keep the fulfillment procedure as simple as possible. A dedicated phone line works wonders. In new age communication, internet and mobile phone are 2 successfully tested methods for fulfillment. To apply, SMS TITANIUM to 52484 or visit www.citibank.com/india We hope you rediscover the joys of earning 5 times more on your weekend spends only with Citi Titanium Cash Reward Credit Card. Warm Regards,

11/21/11 The Creative Envelope The method to get over 95% of mailings opened is simple - very rarely indicate anything on the outside of the envelope. Only show the return address and of course their address. The concept: Asking a direct question - same person in 5 different weekend moods establishing the 5 Times More intrigue! Going straight to the heart of the reader’s most pressing problem or concern – Savings of Rs. 4000

Testing Profiles Moumita Das – 26 yrs. Analyst in Software firm Anshumann Sinha – 34 yrs Marketing professional Private Co. Vikramaditya Rao – 32 yrs Airline Ground Staff Seshan Gopal – 35 yrs. Business Payel Malhotra – 32 yrs. Housewife 11/21/11

Testing What did you first notice on the envelopes? (a.) Image/s (b.) Lines Moumita Das Envelope 1 – 5 Times More Envelope 2 – Rs. 4000 Anshumann Sinha Envelope 1 – 5 Times More Envelope 2 – Rs. 4000 savings Vikramaditya Rao Envelope 1 – 5 Times More on weekends Envelope 2 – Rs. 4000 Seshan Gopal Envelope 1 – 5 Times More on weekends Envelope 2 – Rs. 4000 Payel Malhotra Envelope 1 – Weekends 5 Times More Envelope 2 – Rs. 4000 savings Insight : The lines got maximum attention vis a vis the images. 11/21/11

Testing Which envelope appealed to you for opening first? (a.) Option 1 (b.) Option 2 Moumita Das Option 1 – The 5 images and the line were very nice. Anshumann Sinha Option 1 – The line appealed since I plan my lifestyle needs only on weekends. The images were also very close to my heart like go karting. Vikramaditya Rao Option 1 – Go Karting, bowling, shopping all I do on weekends, three thumbs up! Seshan Gopal Option 1 – Can the images be bigger covering the full envelope? Payel Malhotra Option 1 – very nice looking, can we add the savings part here also? Insight : Option 1 wins 5-0. 11/21/11

Testing What was your first thought/reaction regarding: (a.) Envelope Image/s (b.) Envelope Line Moumita Das Envelope Image/s – The first envelope reminds me of things I am missing. The second envelope makes me think that there is an offer inside. Envelope Line – Can make my weekends better. Something to save me Rs. 4000. Anshumann Sinha Envelope Image/s – Weekends should be exciting just like the first envelope. Savings everyone offers as given in 2 nd . Envelope Line – 5 times more is inviting but should be attached to the weekends. Savings. Vikramaditya Rao Envelope Image/s – Exciting, sporty. Savings types. Envelope Line – 5 times more. Something to get 4000 savings. 11/21/11

Testing What was your first thought/reaction regarding: (a.) Envelope Image/s (b.) Envelope Line Seshan Gopal Envelope Image/s – Really nice images, makes me immediately want to take a break and do these things. Savings one is inviting but would attract a housewife more. Envelope Line – Enjoying weekends. Savings. Payel Malhotra Envelope Image/s – Would love to do these again. Savings is always welcome. Envelope Line – Enjoying weekends. Savings. Insight : Option 1 is exciting, has motion, while option 2 is about savings which is loud and clear. 11/21/11

Testing What did you notice first in the letter in Option 1? (a.) Image/s (b.) Body Copy (c.) Top Panel (d.) Right Panel Moumita Das (c.) Top Panel (a.) Image/s (b.) Body Copy (d.) Right Panel Anshumann Sinha (a.) Image/s (c.) Top Panel (b.) Body Copy (d.) Right Panel Vikramaditya Rao (a.) Image/s (c.) Top Panel (b.) Body Copy (d.) Right Panel Seshan Gopal (a.) Image/s (b.) Body Copy (d.) Right Panel (c.) Top Panel Payel Malhotra (c.) Top Panel (a.) Image/s 11/21/11

Testing Letter 1 - What was your first thought regarding: (a.) Para 1 (b.) Para 2 (c.) Applying (d.) Closing Moumita Das (a.) Para 1 - Like the smart spends thing. It actually makes me think whether all my spends are smart spends. It really makes me think of my weekends. (b.) Para 2 - New credit card. The build up is interesting. Makes me think that I am actually become very used to same old cards. (c.) Applying - Since I will read at home and will not access till office time I might forget. SMS I will not do, too many calls come. (d.) Closing 11/21/11

Testing Letter 1 - What was your first thought regarding: (a.) Para 1 (b.) Para 2 (c.) Applying (d.) Closing Anshumann Sinha (a.) Para 1 - Smart spends! Good phrase. Are any of my spends smart? (b.) Para 2 - It’s a Credit Card. Gives me 5 times rewards on weekends that’s nice. (c.) Applying - Online it is. SMS might do but online it is (d.) Closing - Short and sweet no beating round bush Vikramaditya Rao (a.) Para 1 - Really inviting since it talks of weekends which I really crave for after the week. (b.) Para 2 - Credit card that has some new features and can make my weekends better. 5 reward points are very thoughftul. (c.) Applying - Online will do from office. (d.) Closing - Excitement continues. 11/21/11

Testing Letter 1 - What was your first thought regarding: (a.) Para 1 (b.) Para 2 (c.) Applying (d.) Closing Seshan Gopal (a.) Para 1 - Warm line that makes me think about whether I spend smartly. (b.) Para 2 - Titanium Credit Card, cool offers, weekend offers is exciting. (c.) Applying - SMS, instant is better. (d.) Closing - Will apply. Payel Malhotra (a.) Para 1 - Weekends are really good, being reminded of them makes me feel better. (b.) Para 2 - I have 12 credit cards. Will need to check if any gives weekend spending points. (c.) Applying - Will call. (d.) Closing - 11/21/11

Testing Overall how did you feel about Letter 1? (a.) Like (b.) Dislike Moumita Das (a.) Like. Very crisp letter and covers all points. Anshumann Sinha (a.) Like – The value chart on the reverse is nice. Vikramaditya Rao (a.) Like Seshan Gopal (a.) Like Payel Malhotra (a.) Like. Savings point well brought out on backside of letter. 11/21/11

Testing What did you notice first in the letter in Option 2? (a.) Image/s (b.) Body Copy (c.) Value Chart (d.) Right Panel Moumita Das (a.) Image/s (c.) Top Panel (b.) Body Copy (d.) Right Panel Anshumann Sinha (a.) Image/s (b.) Body Copy (c.) Top Panel (d.) Right Panel Vikramaditya Rao (a.) Image/s (c.) Top Panel (b.) Body Copy (d.) Right Panel Seshan Gopal (a.) Image/s (b.) Body Copy (d.) Right Panel (c.) Top Panel Payel Malhotra (b.) Body Copy (c.) Top Panel 11/21/11

Testing Letter 2 - What was your first thought regarding: (a.) Para 1 (b.) Value Chart (c.) Applying (d.) Closing Moumita Das (a.) Para 1 - Smart savings is new. Makes me think of savings. (b.) Value Chart - A little confusing. (c.) Applying - Since I will read at home and will not access till office time I might forget. SMS I will not do, too many calls come. (d.) Closing 11/21/11

Testing Letter 2 - What was your first thought regarding: (a.) Para 1 (b.) Value Chart (c.) Applying (d.) Closing Anshumann Sinha (a.) Para 1 - Savings in recession is a nice approach. (b.) Value Chart- Nice comparison. Will help me choose. Now I will ask for same for other cards. (c.) Applying - Online it is. SMS might do but online it is (d.) Closing - Highlights the applying part well. Vikramaditya Rao (a.) Para 1 - Liked weekend approach more. Savings is good but when I spend I spend. (b.) Value Chart- Credit card helping you save while spending is new. (c.) Applying - Online will do from office. (d.) Closing - Short while not losing focus on savings. 11/21/11

Testing Letter 2 - What was your first thought regarding: (a.) Para 1 (b.) Value Chart (c.) Applying (d.) Closing Seshan Gopal (a.) Para 1 - Being in business I spend a lot on card. Now I can save also that’s nice. (b.) Value Chart- Titanium Credit Card, saves me 4000. But bit confusing. (c.) Applying - SMS, instant is better. (d.) Closing - Will apply. Payel Malhotra (a.) Para 1 - Credit card that saves money for me so that I can shop more, wow. (b.) Value Chart- Very helpful to compare with others. (c.) Applying - Will call. (d.) Closing - 11/21/11

Testing Overall how did you feel about Letter 2? (a.) Like (b.) Dislike Moumita Das (a.) Like. Value chart is most help ful. Anshumann Sinha (a.) Dislike – little confusing. Vikramaditya Rao (a.) Like Seshan Gopal (a.) Like Payel Malhotra (a.) Like. Savings point well brought out. 11/21/11

Testing What did you notice first in the letter in Option 3? (a.) Body Copy (b.) Value Charts (c.) Right Panel (d.) Redemption Icons Moumita Das (b.) Value Charts (d.) Redemption Icons (a.) Body Copy (d.) Right Panel Anshumann Sinha (a.) Body Copy (b.) Value Charts (d.) Redemption Icons (d.) Right Panel Vikramaditya Rao (a.) Body Copy (b.) Value Charts (d.) Redemption Icons (d.) Right Panel Seshan Gopal (b.) Value Charts (d.) Redemption Icons (a.) Body Copy (d.) Right Panel Payel Malhotra (b.) Value Charts (d.) Redemption Icons (a.) Body Copy (d.) Right Panel 11/21/11

You've got a mail - India Post Campaign

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