MxMIndia

Category: PRODUCTS

  • The films highlight the quick and easy delivery service in a fun, quirky manner

    ZopNow hopes to make a mark with debut campaign

    By A Correspondent

     

    ZopNow’s marketing team in association with Supari Studios has launched a series of films for egrocery player ZopNow. The films highlight the quick and easy delivery service in a fun, quirky manner. Using humour as a hook throughout the films, the main character, an overconfident, comical maid Kanta Bai engages in unusual, mildly absurd activities, such as doing power yoga or relaxing using a face pack and chilling in the bath tub in order to dramatically portray her as a lazy, complacent maid who has grown rather comfortable in her current employment. The film then highlights the efficiency of ZopNow with the use of an editing technique called a hip-hop montage to demonstrate that the e-commerce platform’s service is ‘Fast, Fresh, Easy’.

     

    “Kanta Bai represents everything that can go wrong with your household when you run out of stock of key items right when you need them. In such situations, a service like ours – with 3 hour delivery and great product range – comes across as the final savior”, says Praveen Singh, Marketing Director of ZopNow.

     

    Mukesh Singh, CEO, ZopNow India added: “We are pretty excited about this campaign since it clearly brings out our vision of turning grocery shopping experience into a fast, fresh and easy experience for every household. This campaign was built on our core customer insights that highlighted how customers valued our fast 3-hour delivery for 10000+ products with our easy-to-use website or mobile app.”

     

    Akshat Gupt, Director, Supari Studios added: “Zopnow’s brief was clear, it was to highlight and establish ZopNow as the destination for anyone who wants his/her grocery shopping to be done Fast, Fresh and Easy. Humour has always been a great way of communicating a message, hence the use of an endearing, amusing, yet immensely infuriating character such as Kanta Bai highlights the frustrations and challenges one faces while running a household in India. This was juxtaposed with a quick and snappy hiphop montage to showcase how ZopNow delivery can help make that process so much easier.”

     

  • Documents inspirational life stories of people that are driven by their ambition, authenticity & freedom

    Budweiser salutes achievers in latest digital campaign

    By A Correspondent

     

    As a part of its on-going campaign, Brewed The Hard Way (BTHW), Budweiser has announced a series of digital films showcasing the inspirational success stories of fashionista Masaba Gupta, Indian team footballer Robin Singh and a genre breaking EDM artist, Dualist Inquiry a.k.a Sahej Bakshi. These films effectively capture the values of ambition, authenticity, and freedom values which have driven these individuals to successfully carve out a niche for themselves.

     

    Budweiser’s campaign, BTHW, attempts to reach out to young adults who live life on their own terms, pursue their passion with conviction, and walk through the world with a confidence that only comes from knowing who you truly are. The campaign that began with the launch of Budweiser’s global videos aims to bring to life key brand values like freedom, ambition, and authenticity.

     

    Speaking about the digital series, Kartikeya Sharma, Marketing Director, AB InBev, India & South East Asia said, “Budweiser is a beer that is brewed on its own terms, for people who live on their own terms. Our campaign, Brewed The Hard Way, is a call out to those individuals, who embody values like ambition, authenticity and freedom.  Personalities like Masaba Gupta, Robin Singh, and Sahej Bakshi are youth icons who have brilliantly demonstrated these values and philosophy, in the manner in which they have achieved success. We are happy to partner with them and hope their journeys inspire many more.”

     

    The films will be released via the Budweiser’s social media and digital platforms. The films were conceptualized and produced by the brand’s digital marketing agency, DigitasLBI.

     

    Upasana Roy, Head of Strategy, DigitasLBi India said, “Everyone loves to tell a success story; few tell it like it really happened. Budweiser knows first-hand, that it takes a long time to perfect one’s dream, and the process is one filled with a lot hard work and passion. This was the primary lens deployed through our creative process for this campaign. In our creative journey, we chose to not focus on just the typical “before the fame” elements. Instead, we realized that each of the personalities have undergone an arduous process, one that needs to be continually repeated and perfected despite their success. This is what set them apart and made their inspiring narratives fit naturally into the philosophy of Brewed the Hard Way.”

     

  • BBH creates hilarious microfilms to get people to renew their insurance on Coverfox

    Coverfox takes the online route in latest campaign launch

    By A Correspondent

     

    Coverfox, India’s leading online insurance portal launched humorous microfilms to get people to renew their insurance. The campaign created by BBH India is a digital innovation on Youtube, consisting of 10 videos of 6.5 seconds.

     

    Despite receiving email reminders from insurance companies, car insurance customers often forget to renew their insurance on time, and end up paying fines. While most insurance companies send out generic email reminders, Coverfox decided to create entertaining reminders that they can’t possibly ignore, by taking over just the things they watch on the internet. Using Youtube’s retargeting platform, the campaign specifically tracks down people who visited Coverfox, but didn’t get around to renewing their insurance, and then takes over their internet experience.

     

    The Youtube pre-roll films feature a Coverfox employee vowing to place reminders all over the internet, to help customers catch their deadline. The reminders then show up in popular videos all through the week, every time the customer visits YouTube.

     

    Jaimit Doshi

    Jaimit Doshi, the CMO of Coverfox.com says, “Consumers are exposed to a myriad of communication messages everyday and Insurance as a sector is no different. Thus the task was to ensure we reach out to our audience in an innovative way that results in action. In true Coverfox style, we thought, why not make it a bit fun. With BBH’s expertise we put together these crisp films that are entertaining yet drive the message home and chose Youtube, as a medium because that’s where people go for fun and light browsing”

     

     

    Russell Barrett

    Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, “We’ve all suffered a retargeting campaign at some point of our time on the internet. Big Data helps companies know what you’re doing and where you go. But how you use data can be the difference between irritation and engagement. I believe the brilliant teams at BBH and Coverfox have managed to pull off an incredibly smart, surprising and modern campaign here.”

     

    Retargeting is one of the most popular ways of heightening engagement with audiences and pushing them further down the sales funnel. The new Coverfox campaign has taken it a notch higher. It shows a brand telling a story through a sequence of video ads with the intensity of the message increasing throughout. Also by making the ads crisp within 6.5 secs, the films tackle the problem of the infamous Youtube ‘skip’ button, so 100 per cent of the message is absorbed by the viewer before they even have a chance to skip.

     

  • It questions the belief that being dissimilar leads to differences and reasons that "Dost jitney alag hote hain, Friendship utni kamal ki hoti hai!"

    KFC’s new campaign celebrates unlikely friendships

    By A Correspondent

     

    KFC India is launching its new campaign that has a refreshing new take and celebrates unlikely friendships.  The new TVC marks the launch of KFC’s new Friendship Bucket, and brings to the fore friends that are different, yet together. It questions the belief that being dissimilar leads to differences and reasons that “Dost jitney alag hote hain, Friendship utni kamal ki hoti hai!”

     

    Talking about the new campaign, Lluis Ruiz Ribot, Chief Marketing Officer, KFC India said, “Friendship has always been one of the most important and deep relationships in the lives of the youth. At KFC, we want to inspire people to have a different take on it, by championing diversity in friendship. We believe that the more unlike your friends are from you, the richer the friendship is. That’s why in the new campaign we feature stories about friends that are different, yet together.”

     

    The TVC starts with two friends sitting at a KFC restaurant. They are communicating in sign language, and we realize that one of them is specially-abled. The specially-abled person is seen questioning his friend on why he hasn’t gone out for a movie with his other friends.  He says that his friend would have had more fun with the others, especially since he can’t even talk. The latter responds by saying that while the specially-abled friend says that he can’t talk, he has been prattling all this while. The heartwarming ad ends with a voice over saying, “Dost jitney alag hote hain, Friendship utni kamal ki hoti hai!’’

     

  • The commercial will go on air on all major national and regional television channels from 8th July 2016

    Cente fresh urges fans to try its new cola variant

    By A Correspondent

     

    In its quest for constant innovation and further providing consumers with new experiences, Center fresh has rolled out a new flavour ‘Cool Cola’. To highlight the features of this new product, Ogilvy has developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.

     

    The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.

     

    The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

     

    “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.

     

    The commercial will go on air on all major national and regional television channels from 8th July 2016.

     

  • The agency was appointed after a multi-agency pitch

    Cleartrip taps Mullen Lintas to drive its creative duties

    By A Correspondent

     

    Leading online travel company, Cleartrip has roped in Mullen Lintas to handle its creative duties. The agency was appointed after a multi-agency pitch and was chosen for presenting a communications strategy that was forward-looking and in line with the expectations of the company.

     

    The creative responsibility will be handled by the Bangalore office of Mullen Lintas.

     

    On appointing a new creative partner, Subramanya Sharma – CMO, Cleartrip said: “Consumers love us for the simple and superlative user experience, and we were looking for a partner to nurture and grow that. Mullen Lintas impressed us with deep consumer insights that they brought to the table, and complemented it with simple and crisp messaging. Also, their understanding of the underlying media ROI immensely helps performance oriented brands like ours get better returns for every dollar spent. As Cleartrip completes 10 years, we are excited to partner with Mullen Lintas and help take the brand to a mobile leadership position in the categories of travel & local.”

     

    On winning the new business mandate, Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas said: “There was a twinkling of eyes and rubbing of palms and ping-pong of ideas right from the first conversation we had with Cleartrip that somehow told both sides that this was right. The effervescence was two-sided and the energy two-fold, evident in every facet of the partnership we have with Cleartrip.”

     

    Adding his views on the win, Virat Tandon, CEO, Mullen Lintas said, “Cleartrip is one of the pioneering digital brands of India. Over the years, they have been the first to bring innovations to the online travel business and provide a hassle-free experience to customers. We are very excited to partner Cleartrip and build a strong brand for the future as the Indian traveller looks for richer experiences.”

     

    Cleartrip is having a good run via its mobile & online platform in India. It recently launched “Local” on its app in India. Local, with its segments— activities, eat out, events and fitness— will help the company scale up faster. Cleartrip is targeting this segment to make up 50 per cent of its total transactions in the next three years.

     

    Cleartrip’s core travel business also did well on mobile in the Q4 (2016) quarter – air was up 53 per cent compared with the first three months of 2015 with hotels up by 64 per cent.

     

  • The new campaign suggests the importance of female participation in sports

    W+K Delhi crafts Nike India’s ‘Da Da Ding’

    By A Correspondent

     

    Nike India launched its latest music track and film ‘Da Da Ding’, as a part of its new Just Do It campaign, created by the team at Wieden+Kennedy, Delhi.

     

    In the music video titled “Da Da Ding,” actress DeepikaPadukone, Indian hockey player Rani Rampal, alongside other leading Indian athletes including footballer Jyoti Ann Burrett and cricketers Harmanpreet Kaur, Smriti Mandana and Shubhlakshmi Sharma  urge India’s next generation to break conventions and define their own success by bringing sport into their lives.

     

    Created in collaboration with Wieden+Kennedy Delhi, directed by French director François Rousselet and set to an ‘anthem’ by Gener8ion, featuring American rapper Gizzle, “Da Da Ding” charts the rise of female sport across a diverse range of passions, including basketball, football, running, training and cricket.

     

    The sportswomen featured spend their days in different ways are in different professions. Yet their paths to respective success bear similar markings. Each learned the discipline and strengthened the confidence she attributes to her rise to early participation in sport, an anomaly in a country in which athletics has remained male dominated.

     

  • Housejoy is the first and only brand to introduce early morning beauty services in the city of Mumbai

    Housejoy exhibits its advantages in latest brand campaign

    By A Correspondent

     

    Housejoy has unveiled its latest digital campaign that addresses how easily one can book a Housejoy beauty service and enjoy it at the comfort of their home. Whether it’s the grandmother who oiled our hair, the moms who made sure our dresses were ironed, the aunts who taught us how to wear make-up or our older sisters who took us for our first hair appointment, the campaign thoughtfully captures all these elements precisely.

     

    Says Nikhil Kumar, Marketing Head at Housejoy, “Beauty is one of our top home services categories and it brings us immense pleasure to provide these services to our women consumers, of all ages, at just the click of a button. In our endeavour to showcase how convenient it is to order beauty services at home anytime of the day and for any of your dear members of the family, we initiated this campaign – “Pamper the Women Who Pampered You.”

     

    The average Indian woman is a veracious multi-tasker. From juggling work, family, friends, an active social life to pursuing her hobbies and interests, rarely does she get to catch her breath. But, somewhere, amid all the noise, her own grooming needs get ignored. Whether its tending to urgent “brow” situations to a relaxing mani-pedi session, the joy of being and becoming beautiful has been lost somewhere. Housejoy allows one to book an appointment through Housejoy app or website and get beauty expert home to pamper you. One can get all kinds of beauty services sitting at home. Housejoy gives undivided attention from the beautician, to immerse herself in a salon experience, all without even stepping out.

     

    Housejoy is the first and only brand to introduce early morning beauty services in the city of Mumbai. A lot of women require beauty services before they leave for work and all salons open only after 10 am which leaves them struggling. Housejoy has launched a 7 am beauty service and has received a tremendous response from all women.

     

  • The core objective of the campaign is to build awareness and thereby, increase sales

    Posterscope India uses pixel-led technology for Hitachi refrigerator

    By A Correspondent

     

    Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant, ‘New Fresh Bottom Freezer’, in the out-of-home space.

     

    The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

     

    The campaign, which is based on the brand communication, “Inspire the Next”, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH.  The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.

     

    For the record, the technology used behind this latest innovation is based on addressable pixel programming. As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact, high stickiness and top-of-mind recall for the core TG.

     

    Adding a layer of efficacy to this innovative campaign, is a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi. Ring road is Delhi’s one of the main arterial roads that witnesses heavy traffic and market influx.

     

    Haresh Nayak, Regional Director, Posterscope APAC added, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of-home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”

     

  • Aimed at spreading smiles and positivity, the photographic journey was launched as part of Himalaya Sparkling White Toothpaste’s Smiles of India initiative

    Himalaya Smiles of India captures stories of hope and joy

    By A Correspondent

     

    Himalaya Sparking White Toothpaste recently concluded the campaign ‘Celebrating Life’, a unique photographic journey that was launched last year with street photographer and travel enthusiast Siddhartha Joshi. The campaign aimed to capture the stories of hope and joy spread across India and is part of a ‘spread a smile’ drive called Smiles of India. Himalaya conceptualised the Smiles of India initiative to spread happiness and positivity by capturing extraordinary stories of hope and resilience on a single platform.

     

    As part of this initiative, ‘Celebrating life’ was launched in December last year, wherein Siddhartha travelled to 10 cities viz Pune, Bhubaneshwar, Jaipur, Mumbai, Ahmedabad, Chandigarh, Lucknow, Varanasi, Ranchi and Guwahati. Within each city, Siddhartha met with people who defined the culture and tradition of that city and were working to keep it alive for the future generations. Their fascinating stories coupled with their passion to embrace life each day with renewed vigour and enthusiasm formed the crux of the campaign.

     

    Explaining the idea behind the campaign, Sushil Goswami – Category Manager – Oral Care, The Himalaya Drug Company said “Amidst the stress and anxiety that we are exposed to everyday, we felt it was crucial to bring alive the stories of hope and positivity that existed in different parts of India and give people a reason to smile and hope for a brighter future. As a brand, it is our mission to spread smiles and make people happy, both through our product offerings and through initiatives like Smiles of India”.

     

    Starting his photographic journey with Pune, Siddhartha focused on capturing the “Katta Culture’’ that is synonymous with the youth of the city. Katta as we know refers to the hangout locations or hot spots where young minds converge, conversations flow and social and political issues are openly discussed. Siddhartha then travelled to Mumbai to capture the New Year resolutions of the street hawkers who exemplified resilience and determination to make the most of what you have and to never stop dreaming.

     

    The next destination was Lucknow where Siddhartha captured how the youth is playing a crucial role in reviving the traditional and delicate art of Chikankari. Ranchi or aptly termed ‘The Dhoni City’ revealed how Dhoni’s success has spawned an entire city of youngsters determined to make it big in cricket. After traveling to Bhubaneshwar, Ahmedabad, Chandigarh, Varanasi and Jaipur, the campaign culminated in Guwahati amidst the beautiful Bihu dancers. The photographs along with the stories were captured on the Smiles of India microsite.

     

    Reflecting on his journey, Siddhartha Joshi, Himalaya’s Photography Ambassador for this campaign said, “I am thrilled that Himalaya gave me the opportunity to capture the moments of aspirations, hopes, accomplishments and an enduring love for the country that exists within this country. I was amazed to witness the enthusiasm and earnest efforts of the youth in keeping the tradition and culture of the city alive. Their passion and joie de vivre is infectious, and their stories have been etched in my mind forever”.

     

  • Gera Developments’ first TVC campaign aims to capture the essence of the brand’s philosophy with an unconventional method of telling their 'OUTDO' story

    Gera Developments unveils its new brand positioning in latest campaign

    By A Correspondent

     

    As a part of its extensive brand campaign, Gera has unveiled its new positioning – ‘Outdo’, to the external stakeholders by way of a brand film. It showcases how the brand has always believed in outdoing itself to achieve greater heights and raise the standards for themselves and the stakeholders.

     

    This story is in the form of a 50 second brand film that draws parallel with some of the famous outdoers of the world. It shows examples of how through the course of history certain individuals believed in not being content with the status-quo. The film illustrates the brand’s philosophy through the ‘Outdo’ series by showcasing how these individuals have pushed the existing boundaries and by out-doing have changed the world for better. The film talks about how Gera’s belief in out-doing, thereby breaking conventional brick and mortar campaigns usually showcased by real estate companies. The 30 second TV commercial will go on air during this week.

     

    Highlighting the essence of the TV commercial, Rohit Gera, Managing Director, Gera Developments said, “A year ago, brand Gera embarked upon a journey to bring about a cultural transformation within the organization and also amongst all its stakeholders. This would also reflect the brand’s core purpose and enable the brand to drive itself into newer uncharted territories and we chose the word ‘Outdo’ as the distillation of our entire brand philosophy. We wanted to communicate to our customers about our Outdo journey through service, product quality and brand offerings, and this film encapsulates this very well. We worked with the strategic planning team of Paradigm Plus who highlighted the brand’s DNA and the core values which are driving the organization for more than 5 decades in this exceptionally well made and unique film.”

     

    Gera has chosen an unconventional route of narrating this story through this film which also lends itself to a 360 degree campaign panning across TV, multiplexes, social media, print, electronic and outdoor mediums. The story is told in a visually rich treatment that uses various paper craft techniques and merges it with stop-motion filmmaking. The whole film takes place on a drawing table, where most of the world-changing ideas begin. The drawing board is used as a metaphor to the company’s core business of real estate development. The film graphically depicts stories of how the Wright brothers invented the very first flying machine and how Thomas Alva Edison came up with the bright idea of a light bulb, the stop motion takes us through a flipbook journey of the telephone from its first form to the new age smart phone that not only allows you to talk but also see your loved ones from long distance. Just like all of these, Gera has challenged the status quo of the real estate industry with unique offerings like the 5 year warranty on construction since 12 years. The re-measurement clause in their customer agreements and a week-long free-look period after booking simply inspires confidence amongst the customers. Even their mobile CRM app – GeraWorld has given customers a smarter, easier and faster way to connect with the company. Their community-creation initiatives have built bonds that last a lifetime, weaving thousands of content customers into one beautiful family.

     

    With the Outdo campaign, Gera Developments now aims to inspire all its stakeholders to participate in this cultural transformation to achieve greater heights. The campaign engages the customer, showcasing the brand’s philosophy by using the hashtag #DareToOutdo through series of print and social media campaigns on all platforms.

     

    Commenting on the concept of the Outdo campaign, Rajat Sarkar, Founder, Paradigm Plus said, “Raising standards of business has always been intrinsic to brand Gera. Since Gera embarked upon a journey for their brand, thus the new positioning was derived called – Outdo.

     

  • With the spending power of Millennials and Generation Z set to rise, brands need to prepare digital loyalty initiatives now or risk losing patronage from these digital native

    Majority of affluent middle class customers rely on banking and finance apps

    By A Correspondent

     

    Meeting expectations of the affluent middle class customers in India, in terms of digital experiences, is a very important ingredient of engagement for Financial Service brands to stay competitive, research released by Collison Group has revealed. It found that 93 percent of affluent middle class customers use banking and finance apps – up from 85 percent in 2014. It also revealed that 53 percent of customers prefer to do their banking online or via mobile app, while 27 percent prefer to go into a branch and 20 percent prefer telephone banking.

     

    Collinson Group polled 6,125 of the top 10-15 percent of earners from Australia, Brazil, China, France, Hong Kong, India, Singapore, the United Kingdom, the United States of America and the United Arab Emirates.

     

    Collinson Group recommends that financial services brands must act now to upgrade their loyalty infrastructure as the spending power of Millennials and Generation Z is set to soar in the next five years. Millennials are pushing companies to innovate faster and are defining new customer expectations. Born in the age of instant communication, smart technology, and a hyper-connected world, these young consumers are influencing digital transformation.

     

    “Digital will be the biggest battleground in financial services as digitally native Millennials and Generation Z become more lucrative target audiences for the sector. We can expect to see digital engagement continue to soar over the next three to five years. Brands need to act now in order to improve their digital offering, or risk missing the opportunity to build loyal relationships with lucrative audience segments,” said Anurag Saxena, India country manager, ICLP, owned by Collinson Group.

     

    The financial services opportunity

    “The way people shop and the way they interact with loyalty programmes has changed. Millennials and Generation Z for example, typically engaging across five screens simultaneously. Their relationship with brands is also completely different to other audience groups – they want instant gratification and claim not to want to save up loyalty points over a longer period to access a reward.”

     

    “But the traditional financial services firms actually have a clear opportunity to deliver highly engaging, digitally driven loyalty initiatives due to the wealth of data they collect. They need to go further in terms of using this data to improve targeting and segmentation to appeal to distinct audience groups. Banks really need to develop their own loyalty identities,” said Anurag Saxena, India country manager, ICLP, owned by Collinson Group.

     

    Recent research from the firm found that loyalty programme membership in the financial services sector had declined by 44 percent globally in the past two years. This decline was driven by brands not providing rewards programmes that customers value, and not engaging customers in their preferred channels. This research also found that brands getting it right are reaping the benefits –globally, banking loyalty programmes were found to encourage 82 percent of members to spend more, while credit card initiatives positively influenced 79 percent.

     

    “Digital loyalty initiatives can be far more cost effective than more traditional methods. By levering data and delivering highly personalised loyalty rewards at the appropriate time, brands can form emotional connections with customers and create additional sales opportunities across their organisation. Embracing digital tools will allow brands to communicate and engage their customers in more meaningful ways, and digital applications can be used to drive bank wide loyalty. Doing this will help create active digital footprints and take the next step beyond loyalty to fully fledged brand advocacy,” Saxena concluded.