Awareness Phase

To extract maximum juice from our modest investments, we placed the Citi EMI Privileges ads next to category advertising (electronics, jewelry, etc) - on Print, digital display, outdoor and shopping outlets. The high contextual relevance of our ad placement helped create awareness disproportionate to our media spend.

Experiential Phase

Given our target’s penchant for shopping and social media, we integrated the two. To polarize public opinion, we sparked off the Dil (heart) vs Bill debate on Twitter.

We used Skyvertising to provide regular updates on the results of the Twitter debate. Skyvertising is a technology that pushes out custom-shaped helium clouds into the sky. Clouds in the shape of the heart and the Rupee symbol, shopping bags, the Citi logo and ‘EMI’ were released depending on the results.

The campaign yielded staggering business results. We were able to overcome subdued shopping sentiment and post handsome results.

85% jump in EMI transactions; 80% in EMI value over same period 2011

Consumer brand preference up by 26% over previous quarter

#DilVsBill was a top-10 trend for 53 straight hours (36 hours at number 1)

Chosen one of the top-8 most inspiring Twitter campaigns in India in 2012 (by Lighthouse Insights)