Developed in collaboration with mCanvas and iProspect, campaign uses phone’s microphone and motion sensors to engage with users
mCanvas, the experiential storytelling ad platform for small screens, has launched an innovative ad campaign for YES BANK promoting their message about earning 6% interest on savings account. Designed for mobile specifically, one creative encourages users to talk to the ad to interact with it while the other creative allows users to answer questions using a tilt motion sensor. iProspect joined hands with mCanvas to create this ad campaign.
The first creative shows varied interest rates offered by other banks while encouraging users to tap on the microphone to say ‘YES’ and bid farewell to low interest rates. Using real-time speech detection, on saying ‘YES’, the ad showcases the 6% interest rate offered by YES BANK and prompts the user to visit the website to know more. Increased engagement caused the users to spend an average time of 11 seconds interacting with the creative.
The second creative shows the comparison between the interest rates offered by other banks and YES BANK’s significantly higher interest rate, while drawing parallels to the campaign’s TVC. This creative’s interactive design requires the users to tilt their phone left or right to select an answer for the questions on their phone screen. While the first two questions give the user an option between choosing a sedentary and a healthy lifestyle, the third question brings in the two interest rates i.e. 3.5% and 6%. The creative saw a 2% engagement rate with over 40% users reaching the closing card and 9% users clicking on the CTA to know more.
Given the clutter in the BFSI space, these ads provide a refreshing change by creating an immediate emotional connect with the users. Using the word ‘YES’ for ‘YES BANK’ and asking users to pick a higher interest rate is helping create high recall by making this a memorable experience.
Rajat Mehta, National Head: Retail Marketing and Brand Management said, “In our current campaign, we are talking about our savings bank account facility that offers a superior rate of return than other major banks in India. Apart from the regular engagement options available on digital platforms, key to get user attention in a plain banner ad is innovation. We are happy to explore the possibilities of creating a campaign with mCanvas that has enabled us to reach the right TG with voice and motion sensors and engage users.”
Commenting on the campaign, Vishal Rupani, Co-founder & COO of mCanvas said, “We at mCanvas strive hard to deliver innovations that have never been done before and at the same time help create great engagement for brands. YES BANK has been a valuable partner since inception and we are glad for the continued opportunity to serve them!”
Rubeena Singh, CEO iProspect, iProspect said, “The banner ad space is cluttered in every way, the most unique part about mCanvas ads is its approach which is seamless and non-intrusive and the creative production is stellar which ensures great results. We always look forward to work on innovations with mCanvas since they push boundaries when it comes to ideas and are on the top of their creative game!”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit: uattest2.mcanvas.com
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Nigel Dsouza
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