LBi Behind Ihatemycard.com – The Kotak Cards Campaign..
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We were one of the first to blog about LBi and its apparent launch in the Indian market. We at that time were clueless if LBi had any significant Indian clients or campaigns to boast of? But now it seems its quite apparent that LBi is here to stay and will give the other digital maketing specialists a run for their money.
If you have been driving around mumbai then over the last month or so you should have surely seen billboard ads asking you why you hate your credit card? It also gave a website like www.ihatemycard.com which basically worked as a market research form filling site which asked people why they hated their card most and gave them 6 options.
Ofcourse after a while the secret was out that this site was a way to condition users and get them to admit their problems with credit cards and then come out with a communication that talks about a credit card that meets all those concerns. Thats exactly what kotak cards campaign did. They recieved 23000 responses to the poll largely marketed through online banners and billboards. This website and the online campaign was orchestrated by LBi.
Similar to this campaign Kotak had earlier launched myregret.in to launch kotak mutual funds. That time bcwebwise had done their site and it was similar to this campaign where in users were asked to express their greatest regret and then the revelation of the kotak mutual fund was done later. In that case the problem was the regrets may not always be financial infact most of the bigger regrets people would have would be about their personal life decisions which is where I found that campaign to have a disconnect of sorts.
This Ihatemycard campaign seems to connect with the right pain point of credit card hassles. Also kotak seems to have backed the campaign with different looking cards as well with different names i.e. trump, fortune, league and royale instead of the regular silver, gold and platinum. It seems like a well thought out campaign by kotak which was digitally enabled in the right manner.
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uff the survey was organized by my former company, http://www.imrsindia.com
see on the website of ihatemycard.com after u vote.