Summary
The Kotak Ka-ching #UddChalo campaign stands out for its unique approach in reaching the target audience both physically and digitally. We ensured that the campaign made a powerful impact on consumers, not just through online channels, but also through a captivating on-ground activation comparable to a thrilling flash mob.
Challenge
Objective: To generate substantial buzz and awareness about Kotak Mahindra Bank and IndiGo's collaboration, as well as establish the Kotak Ka-Ching Card as the best travel partner when people return to travel after the pandemic. To promote the unique and memorable experience of the Kotak IndiGo Ka-ching Credit Card among the customers. To create an innovative and creative campaign to distinguish Kotak from competitors in the travel category Challenge: Creating a large-scale campaign in a busy airport was logistically challenging. We had to wait for the right timing - when the airport would have its largest footfall for the day to ensure that the video would come out appealing and impactful.
Objective
Right after the pandemic, a lot of people still had reservations about traveling. Introducing a card focused on travelers and creating an interest in the user's mind at such a sensitive time was challenging.
Strategy
With the return of normalcy to travel, air travel increased. However, this increase was accompanied by a significant shift in people's attitudes toward vacations and destination preferences. People prefer large, open places where they can interact with their fellow passengers rather than confined to a single room. Celebrating significant occasions with family and friends became more important than ever. The flash mob was strategically planned to target relevant audiences who are likely to be interested in traveling and seeking rewards. A busy Indore airport, during the summer season, provided the perfect setting to capture the attention of travelers and showcase the unique proposition of the Kotak IndiGo Ka-Ching Credit Cards. To create the desired impact we also composed a song exclusively for the campaign that helped draw more attention and create a recall through quirky lyrics and music. The activity drew the attention of both passersby and travelers alike.
Data
https://www.instagram.com/p/CchzyENto34/
Solution
Results
The results of the flash mob were impressive, with more than 8.4 million views, over 9.9 million in reach, and more than 27 million impressions across social media platforms. The participation of people in the flash mob demonstrated that the activity was well-received and engaged the target audience effectively. The audience interacted with the flashmob candidly and truly made the activation a success.
