UNHAPPY Presentation 97 Format

8/6/2019 UNHAPPY Presentation 97 Format

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State Bank of India

Karnataka

Marketing Campaign



SMSSMS - - UNHAPPY CAMPAIGNUNHAPPY CAMPAIGN



� When a customer really needs SBI, Bank is just a SMS

away

� One point contact for all the grievances.

� Cutting Down the normal customer Care Channel and

directly addressing Customers

� Special team focusing on this campaign results in speed

red

ressal

The Brief The Brief



� A unique web based complaint redressal scheme

� A devoted mobile number for receiving

complaints from the customers of SBI covering

entire Bangalore.

� If customer is ¶unhappy· he just sends an SMS to

8008 20 20 20

� SBI executives call up the complainant to find the

problem and resolve it in 48 hours to 1 week based

on the severity.

� A green banking initiative, to reduce the use

of paper.

About Campaign About Campaign



�

1st

Stage - Bangalore City Branches .

� 2nd Stage - Bangalore, Mysore, Mangalore, Hubli.

� 3rd Stage - All Karnataka.

CampaignCampaign PlanPlan..



Proposed Approach

Proposed Approach

�Press Meet

� Print Ads

� Fliers & Brochure in all ATMs and Branches

�

Radio Jingles in Leading Stations



Press Meet/ PR Activity :

Press Meet giving information

about the campaign and its

various implemations stages.We can also talk about the

success of this campaign in

various regions of India.



Media Plan : 1Media Plan : 1stst MonthMonth

Publication 1st Week 2nd Week 3rd Week 4th Week

Times Of India

Deccan Herald *

Vijay Karnataka *

Prajavani *

Bangalore Mirror *

DNA *

Economic Times

Hindu

Kannada Prabha

Udayavani

Samyuktha Karnataka

Bangalore City Editions Only Bangalore City Editions Only



Media Plan : 2Media Plan : 2ndnd MonthMonth

Publication 5th Week 6th Week 7th Week 8th Week

Times Of India

Deccan Herald *

Vijay Karnataka *

Prajavani * *Bangalore Mirror

DNA

Economic Times

Hindu

Kannada Prabha *

Udayavani

Samyuktha Karnataka

Bangalore, Mysore, Mangalore,Bangalore, Mysore, Mangalore, HubliHubli



Media Plan :3Media Plan :3rdrd MonthMonth

Publication 9th Week 10TH Week 11thWeek 12Thweek

Times Of India *

Deccan Herald

Vijay Karnataka * *

Prajavani *Bangalore Mirror

DNA

Economic Times *

Hindu*

Kannada Prabha *

Udayavani *

Samyuktha Karnataka *

All Karnataka All Karnataka



Radio Campaigning

1. 8 Spots Per Day

2. Add Ons

3. RJ Mentions,

4. Interviews, Etc

1. 12 Spots Per Day

2. Add Ons

3. RJ Mentions,

4. Interviews, Etc

5. On Ground Activations

1st Stage

Only Bangalore

2nd Stage Bangalore,

Mangalore and Mysore

3rd Stage Bangalore,


1. 12 Spots Per Day

2. Add Ons

3. RJ Mentions,

4. Interviews, Etc

5. On Ground Activations



Collaterals

1. Fliers

2. Brochures

3. Danglers

4. Banners

5. Posters

1. Fliers

2. Brochures

3. Danglers

4. Banners

5. Posters

1st Stage All Branches

and ATMs in Bangalore

2nd Stage All Branches

and ATMs in Bangalore,


3rd Stage - All Branches

and ATMs in Karnataka

1. Fliers

2. Brochures

3. Danglers

4. Banners

5. Posters



W hat has press said:









Th ank You«Th ank You«

UNHAPPY Presentation 97 Format

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