The Execution:
Objective:
Promote Allied Bank’s Senior Citizen Account by highlighting the unique benefits offered, such as free health insurance and medical expenditure coverage, while creating an emotional connection with the senior citizen audience. The campaign positions Allied Bank as a trustworthy partner, ensuring financial security and peace of mind for senior citizens, aligning with the tagline: “Allied Bank – Mera Aitmad” (My Trust).
Campaign Concept:
The campaign’s central idea revolves around showcasing senior citizens enjoying a carefree, joyful moment by playing cricket—symbolizing how Allied Bank’s Senior Citizen Account allows them to live stress-free lives with the bank taking care of their medical and financial needs.
The campaign effectively conveys the message that life after retirement can be enjoyable and fulfilling when trust is placed in the right partner, Allied Bank, through a light-hearted and emotional TVC.
Execution Plan:
Campaign Elements
Visual Treatment:
Warm, vibrant tones to evoke a sense of optimism and joy.
Realistic settings and relatable characters to make the story more authentic.
Voiceover and Music:
A friendly, reassuring voiceover in Urdu narrates the key benefits of the Senior Citizen Account.
Background music is light and cheerful, enhancing the mood of the TVC.
Supporting Campaign Elements
Digital Amplification:
Website and App Integration: A dedicated page for the Senior Citizen Account featuring the TVC, benefit details, and a simple sign-up process.
YouTube and OTT Ads: Used the TVC as a pre-roll ad to target audiences aged 50+ and families.
Radio Campaign:
The TVC was adapted for radio with the copy being narrated to draw awareness of the target audience.