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BankMuscat |
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In order to acquire new customers, a bank requires referrals to approach and convert them into customers
as well as to cross sell other products and services. Existing customers of the bank are best placed and possibly the most effective source to generate these referrals.
A promotion to drive referrals was recommended. The basic idea of the promotion revolved around a simple thought: Existing customers who provide leads to new customers would qualify for entry into a prize draw.
An existing bank customer could refer as many potential customers as possible, thus increasing his chances
of winning.
There would be three such draws, one at the end of each month. To maintain high excitement levels,
the promotion was to be open for a three month period only. The big prize of the draw would be luxury cars
and other high value items as consolation prizes.
The creative interpretation of the brief led to an interesting visual thought which showed a smiling man holding two cars. The idea intended to be communicated was that an individual could win more than once and hence
the headline which read "WIN,WIN".
Press advertising, billboards, in-branch displays and related collaterals were extensively used to drive
the promotion. While the promotion is still on, the initial tracking indicates high recall for the advertising
and is resulting in an increase in customer referrals.
An exciting event to announce the winners of the draw is being planned and is in the process of being finalised.
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