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ISB YLP (Young Leaders Programme)

SBI  Freedom  Rewardz

Challenge

SBI Freedom Rewardz was launched as the Loyalty program for the 70 M Debit card users of SBI, but was being used mostly as an ATM Card only. Getting the consumers to use the card for shopping was an important challenge. Activation of the Loyalty Account so that they can redeem and experience the benefits was equally important a challenge to address.

Objective

Drive awareness about the rewards program of SBI Debit Cards

Drive the account holders to the Freedom Rewardz website (http://www.freedomrewardz.com/) and drive activation of the accounts for rewards redemption

Solution

Create the awareness communication (Ad Creative, Landing Page etc.)

Run the campaign through Search, Social and Display channels as performance buys

Undertake the creative performance optimization and Landing page optimization

Analyze the performance of each channel based on final objective function i.e. the cost per activation and dynamically manage the spends across the 3 channels.

Re-messaging campaign on Display Networks to target the consumers who visited the Freedom Rewardz site but did not activate their accounts.

Outcome

30,000 activations through the 3 month awareness campaign and 1 month Re-messaging campaign. Effective cost per activation of around INR 200/-