Citi breaks Diwali clutter across platforms – #WhatsNewThisDiwali


Platform agnostic content makes best sense when all mediums are integrated to create the perfect end result. Leveraging cross platform marketing this festive season, Citibank devised #WhatsNewThisDiwali.

The campaign aimed at breaking the clutter by thinking differently, literally! The idea was to celebrate Diwali differently for which the brand decided to go the digital way.

Digital Diwali

Citibank set up a booth in DLF – Saket mall and used AR technology to empower people celebrate Diwali virtually, wherein consumers could burn crackers, draw rangoli and other such fun stuff. Citibank further weaved in their Diwali offers in this content, creating a subtle CTA.

The activity was backed on Twitter by #WhatsNewThisDiwali wherein people talked about how Diwali will be different this year. Consumers present at the location were also seen taking selfies and videos and posting it on social platforms with the hashtag.

Connecting the on ground initiative back to social media, Citi launched – A Truly Digital Diwali video, chronicling how consumers enjoyed the digital Diwali without adding to any pollution. The video received over 5 lakh views across social platforms.

Video spots highlighting the joy of thoughtful surprised gifts worked well for the brand.  The first video was released to introduce #WhatsNewThisDiwali and managed to receive over 5 lakh views.

Tweeples were soon talking about the surprise gifts they would like to present to their loved ones.

Second video featuring a mother giving the perfect gift to her two sons also received a similar response. With this, Citi created the nostalgia effect, leaving consumers to reminisce childhood days where parents often took to surprise gifts.

Crackling results

The campaign garnered a total reach of more than 7 MM with an overall positive sentiment. Total buzz around the campaign was recorded at 25 M.

#WhatsNewThisDiwali received 196 MM impressions with an engagement rate of 8.3 per cent.

The campaign generated a lot of buzz on Twitter. The tweet unveiling the video of the campaign received 5, 770 impressions with an engagement rate of 5.1 per cent. #WhatsNewThisDiwali four times pan India. 5, 161 unique users tweeted and 9025 organic conversations were achieved. image003 image002

The bull’s eye

The campaign managed to hit the sweet spot with tactical execution. As opposed to habitual hashtag contests, the brand created a creative extension through an on ground augmented reality campaign.

Also, spreading out the campaign in various phases resulted in longer shelf life with a much wider scope for brand recall.

All in all, #WhatsNewThisDiwali managed to go beyond traditional festive marketing axioms.


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