Popular radio stations changed their station names and turned it into ‘Your Dream Station’. The RJ’s then invited listeners to call and share their dream with listeners across India. This provided a never before seen platform for the target audience to thank their supportive loved ones. The fully integrated campaign didn’t stop there.Radio also promoted in store events that encouraged audiences to share their dreams. Recorded dreams were played live on huge LED screen.We added another dimension to ‘Your Dream Station’ idea by developing a customised microsite ‘ubiyourdreamstation.com’. The site complemented activation by enabling on-ground participants to see their videos and share it with their well-wishers via social media platforms. The campaign featured an incredible spread of paid and earned media, allowing the target audience to engage with the brand and share their dreams with the world.

Consumers were emotionally touched by the unique initiative. The activity reinforced the brand value ‘Good people to bank with’ by understanding the consumer’s emotions. The activity furthered bonding with their loved ones.1250 real life dreams recorded at event and uploaded on microsite, 1000 listeners across radio stations shared dreams on-air, interaction with 82475 people through on-ground activation. 72% of total videos uploaded were shared with their well-wishers.Post activity research amongst the dream station participants revealed that 75% of them would intend to bank with Union Bank of India in future.