November to January is considered the NRI season for the banking sector in India when many prospective NRI customers make their trips back home and settle their finances. Yes Bank wanted to use this opportunity for customer acquisition of NRI account holders and incentivize them on opening a new NRI banking account with them. Given the target audience, who return home for an unknown duration of time – we curated four rewards that could be availed globally as well as locally. It was a combination of two digital rewards and two experiential rewards which included a 6-month free Magzter subscription, a 6-month free subscription to Gaana Plus (online music), free cab rides and couple movie tickets. The new customers had the option to choose any one of the four rewards. The campaign was run for three months and was an extended campaign from the previous year, which was successful in driving customer acquisition for the same TG. The campaign was heavily promoted online, at banking outlets, email, SMS and via display ads at airports, Indian brand outlets at duty free and other touch points that this customer segment frequents.
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