Reliance Consumer Finance launches integrated campaign

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | November 17, 2009
The Live Big campaign touched all the metros with OOH and on ground initiatives

Recently, Reliance Consumer Finance, a part of Reliance Capital, a private sector financial company, came up with Live Big - an integrated campaign spanning majorly across out of home (OOH) and below-the-line. The campaign, formulated to boost brand awareness of Reliance Consumer Finance, positioned the brand as something that can give every individual the power to fulfil his/her biggest ambitions.

Discussing the client brief, Mandeep Malhotra, senior vice-president, Mudra Max, says, "As one of the large players in the financial services category, our client wanted to go for innovative solutions only."

The campaign kicked off with outdoor and ambient media used to reinforce the brand's central message. Hoardings, bus shelters, mobile vans and grab handles in buses, trains and metros were used to make sure that the brand message was present everywhere. A 3D hoarding carried stick-ons conveying the desires of an ambitious man, such as 'I am going to live in a bungalow', 'I will own an SUV', and 'I'll take our business global'.

Additionally, mechanised hoardings showed the object of desire (in this case, a house) stretching to a bigger size. The copy, common to all the hoardings, read 'Don't just live, live big'. Also, seat backs on JetLite flights were branded with similar messages.

The outdoor campaign was executed by Primesite, the OOH division of Mudra Max.

The second phase of the campaign involved activations meant to communicate the brand message stemming from the DNA of Reliance Consumer Finance - helping people. As part of the on ground activation conducted across shopping malls by Kidstuff, shoppers were asked to blow balloons as big as they could, without bursting them.

In this activity, the balloon represented a dream that can be achieved easily with the help of Reliance Consumer Finance. By the end of the task, Reliance merchandise such as sippers and T-shirts were given away to the participants.

Nearly 4,500 people participated in this activity in Mumbai, Delhi, Chandigarh, Hyderabad, Bengaluru, Pune and Ahmedabad. About 70 per cent of the participants shared information on their financial requirements, becoming prospective leads for the company.

An innovation in Big Cinemas was also introduced during this campaign, which saw an interactive cinema slide with a man depicting a wish-bubble over his head. The audience in the cinema hall was asked to shout out the word 'Bigger!' to depict how big a life they would like to lead. As the volume of the audience increased, so did the size of the wish bubble. This happened by employing a voice sensor technology that was activated during the intervals.

According to Rahul Karwa, head, Kidstuff Mumbai, in the past six years, the financial services market has witnessed the entry of many players, creating a pool of options for consumers to pick from. "In order to expand the category, the campaign needs to be educative, with simple and non-intrusive on ground activations. With the Reliance campaign, we have achieved this objective," he says.

For the record, Reliance Consumer Finance offers home loans, personal loans, business loans, health care loans, commercial vehicle loans, auto loans, commercial loans, micro finance, loans against property and loans against securities.

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