Summary
Kotak Mahindra Bank presented two highly anticipated events in conjunction with BookMyShow - The Backstreet Boys' DNA World Tour and Trevor Noah's Off the Record-India Tour with the unique goal of promoting the Kotak White Credit Card - A premium credit card offering that extends exclusive benefits, unprecedented access to premium brands and more.
Challenge
Objective: Building the brand by creating memorable experiences, a space untapped by competition Kotak White Credit Card took centre stage in conjunction with BMS as the title sponsor for the highly anticipated 'The Backstreet Boys: DNA World Tour' and the presenting sponsor for yet another anticipated event: Trevor Noah's 'Off The Record-India Tour' in India. This strategic partnership aimed to promote the Kotak White Credit Card - A premium credit card offering that extends exclusive benefits, unprecedented access to premium brands and more. This collaboration is especially relevant to our target audience as it perfectly aligns with the card's features, combining nostalgia and exclusivity with the Backstreet Boys and catering to a niche audience with Trevor Noah. The business objective was to generate awareness around the card & increase card sales through a well- crafted social media strategy Challenge: Creating awareness and building brand positioning of the Kotak White Credit Card as a card that gives access to exclusivity to its cardholders
Objective
While the Kotak White Credit Card is a premium card in Kotak's credit cards foray, low awareness led to low consideration. We needed to offer a compelling reason for customers to consider and enjoy the exclusive benefits. Premium Live event market was growing at a faster pace in India. We decided to explore this market where sponsorship association was dominated by cross-category brands. The role of a financial lifestyle product was not explored. We decided to trend-jack one of the most popular music bands visiting India after 13 years - Backstreet Boys. Curated an exclusive & preferential experience for festival goers & music fans, besides offering a premium product
Strategy
Our goal was to create a social media campaign that not only highlighted the sponsorship but also showcase Kotak White and White Reserve Credit Cards as products that offer exclusivity to its customers while leveraging the organic brand fan love for Backstreet Boys and Trevor Noah respectively. A sense of FOMO during the pre-sale window opened only for Kotak White CC - A first in the category becomes are primary touchpoint of showcasing exclusivity. We kicked off both the campaigns across multiple platforms by creating excitement for the exclusive pre-sale deal, teasing fans with a taste of what the Kotak White Card could unlock with its discount and offers. We set the stage for the Backstreet Boys DNA World Tour by unveiling The Kotak White Card exclusive pre-sale offers across various social media platforms along with a collaboration post with BookmyShow to boost engagement and generate excitement We also highlighted the exclusivity by showcasing additional benefits of discounted event tickets for Kotak White Card holders by showcasing an unboxing reel of the exclusive Kotak White Credit Card "Concert Kit," As a presenting sponsor for Trevor Noah, we adopted a unique approach to build intrigue with a 3-day pre-buzz letting out nothing but the genre through a unique hashtag #YourTicketToLaughter. For further thrust, we created countdown promos with a humorous twist to effectively raise awareness, especially during the pre-sale period and created engaging reels highlighting the pre-sale deal they can unlock with Kotak White credit cards. During the launch phase, we created reels to capture the essence of Trevor Noah's comedy and the excitement surrounding his world tour to resonate with fans and create anticipation for the exclusive offer.
Data
https://www.instagram.com/p/CpaU9eloZ2K/?img_index=1 https://www.instagram.com/p/CpXw9huNa7p/?img_index=1 ● https://www.instagram.com/p/Cr0a80XgxGj/ ● https://www.instagram.com/p/CrnB6IsAp0a/ ● https://www.instagram.com/p/CvcCXzkAIQi/
Solution
Results
The Backstreet Boys campaign garnered over 19 million impressions and reached 12 million people. The Trevor Noah campaign achieved over 600K Views, 12.2 million impressions, and reached 10.4 million individuals across all platforms. Both events were a sold-out sensation, with thousands of shares, comments, and likes flooded in, making Kotak White Card, the talk of the town.
