Diwali is one of the most widely celebrated festivals in our country. With glittering lights and decorations all around us it’s that time of the year when we are tempted with shopping deals, attractive offers and heavy discounts. People are perennially in a great mood and why shouldn’t they? This is when they gorge on delicious sweets and also fulfil their shopping cravings in the mad festive sales. Diwali after all is the festival of joy and sharing gifts and memories with your loved ones.
However not everyone was lucky enough to make it home for Diwali. Work deadlines, client meetings etc. are just some of the reasons many didn’t end up celebrating Diwali with their loved ones. But that didn’t mean we couldn’t substitute for our lack of physical presence. There was one brand which inspired people to make their presence felt with a special gift for their loved ones this festive season – Citi!
Citi has been slaying it with their social campaigns off late and this one was yet another success. They beautifully captured the insight that not everyone gets to be with their loved ones on Diwali & would love to still make their presence felt and made this the core of their campaign.
With the help of strategic brand tie-ups with Amazon, Snapdeal, Flipkart, Apple, Reliance Digital, Shoppers Stop in shopping and MakeMyTrip in Travel, Citi made sure they had something exclusive to offer to all its customers and their loved ones. With a great understanding of the festive landscape these constructed partnerships were executed to ensure that Diwali becomes all the more exciting with numerous offers from Citi.
Citi effectively integrated their new campaign across both digital and on-ground activation resulting in fantastic engagement and conversations all over. They launched two wonderful videos brimming with all the festivity and love that this season craves for. Needless to say, this caught the fancy of the online audience right away generating more than 4 million views across Youtube, Facebook & Twitter.
To make this whole campaign very real Citi introduced the concept of ‘Digital Gifting’ as a contest theme on two different mediums, Twitter & Facebook. They basically asked users to tag the person they would like to surprise this Diwali and share how they would make Diwali special for their loved ones. Voila! This not only got people extremely excited but it genuinely brought the very idea of the campaign to life. From parents to friends to siblings to employees and from toys to apparel to gadgets to experiences #WhatsYourDiwaliDelight really got people to open up and proclaim their heart’s desires. The total combined impressions on Twitter and Facebook was a whopping 268 million, and a combined reach of more than 25 million. Talk about buzz!
The contest was a big hit among Tweeple where #WhatsYourDiwaliDelight not just trended at the No.1 position in India, but left a mark internationally when it was trending across Twitter globally!
And not just social media. The Citi team did some brilliant on-ground activation by creating a Citi Zone to enable people to play a virtual reality game and getting shoppers to win goodies for their loved ones. The activation was integrated with the on-going online activity with the help a live twitter feed at the Citi Zone and enthusiastic participants uploading their selfies on the social media.
To amplify its brand association with the campaign Citi delivered a consistent brand experience with the help of offline branding at Citi branches, ATMs, malls and outdoor sites. This created synergy between branding efforts across all touch points resulting in awareness of the campaign along with all offers that Citi rolled out.
Great content, innovative and effective user engagement and building a strong association of travel with Citi brand were the key ingredients that made this campaign a role model for anybody looking to launch a large integrated campaign in the future