Yes Bank Maximum IPL Campaign

Background

• Yes Bank, Associate Sponsor of the Pepsi IPL Cricket Tournament
• Brand promise – Yes Bank Maximum (highest interest rate of 7% on savings bank accounts)
• Alignment in IPL – Every six was called a Yes Bank Maximum, giving visibility to the brand
• Yes Bank Maximum award to the player who hits the most sixes in any match

Objective

Maximum social media visibility and engagement around Yes Bank Maximum

Campaign Details

• Continued engagement for the entire duration of the tournament
• Series of tactical contests on Facebook and Twitter every day

• Creation of IPL memes using special YES BANK branded characters

• White-labelled a cricket game by Zapak and converted it to a Facebook app on Yes Bank page
• Objective was to hit sixes and daily high-scorers would win match tickets
• Further amplification by asking people in stadiums to spot Yes Bank branding and share pictures
• Lucky winners from these were sent IPL merchandise; increased user generated content
• Entire campaign was supported by ad spends across Facebook, Twitter, LinkedIn and Google

Results

• Highest social media engagement during campaign duration
• #YesBankMaximum trended ahead of #PepsiIPL itself on 2 days
• Various awards including the CMO Asia Award for best social media campaign

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