This is a story of how a bank brand overcame the challenge of being just a transaction enabler to a social co-conspirer in the life of a foodie.
Dining out in India is coming of age with food interactions becoming an active participant in our social lives. Food related search on mobile has gone up by 100% and CAGR of 24%(FICCI, 2015), popularity of food channels, reality shows like MasterChef, apps like Zomato, food blogs, food related FB posts and gourmet Instagram accounts reflect the surge of the foodie wave.
For Citi cards, dining is a critical pillar of growth as it contributes to 10% of the total transactions. Active dining users also tend to spend and transact more often than other card users (Citibank Source). Therefore banks have always strived to offer discounts at partner restaurants to increase usage. While these could have worked in the past, today with innumerable restaurant options, undistinguishable offers and clichéd communication, discounts can rarely drive dining decisions.
In order to transform the seemingly passive, transactional relationship into a more social and meaningful one, we picked cues from the culturally changing idea of food, dining and social image. With social media acting as personal brand pages for people, food conversations become an extension of one’s personality revealing – where one eats, travels, what one reads, with whom one hangs out etc. Building on this insight Citibank launched a provocative integrated mobile led campaign - #WhatsOnYourPlate.
Making over 100MM impressions, 43% increase in daily transactions volume and 29% increase in daily spends – Citi India cards preference jumped to the highest ever score of 70 to join the league of best preference globally- Not just a campaign but a headline maker.