The latest integrated marketing campaign by Bank Alfalah approaches bank loyalty points with a competitive angle.
The campaign, by Ogilvy & Mather, is meant to convey that Bank Alfalah wants to develop a relationship with its customers that goes beyond branch visits.
“Orbits are earned across multiple channels rather than just on credit cards,” said Farah Sayeed, a brand consultant for Bank Alfalah.” To communicate this, we had to entice customers to increase their interactions with the bank, in terms of both transactions and products.”
According to Naved Qureshi, the general manager of Ogilvy & Mather in Pakistan, the campaign with Orbits intends to increase the propensity cross-selling for the bank and its participating merchants, while indirectly increasing customer loyalty with Bank Alfalah.
For the brand team under Sayeed, the intended commercial impact expected from the campaign is being gauged as an increase in customer loyalty across the board, “specifically an earned increase by 20 percent, an improvement in cross-sell ratio by 10 percent, spend on cards by 15 percent, digital transactions by 10 percent and new to bank customers by 10%.” she added.
“Customers of a bank can sometimes feel like just customers,” Qureshi said. “We wanted to change that. The Orbit program helps build that relationship by rewarding points on multiple products and transactions with the bank.”
Naved Qureshi, general manager
Ali Askari, creative director
Rabiya Hamid, creative group head
Waleed Ansari, head of design
Shehryar Ali, creative manager
Faraz Ali, art director
Farah Sayeed, brand consultant
Rumana Hussain, senior brand manager
Minahil Rather, assistant brand manager