Last Saturday I was quite amused when I saw #DilVsBill trending on Twitter. Dil (heart) vs. Bill sounded like the perfect hashtag reflecting the dilemma of every shopper. And with Diwali being round the corner, I wanted the story behind this. Browsing the tweets with the hashtag led me to a live webcast – it was fascinating to see fluffy white heart-shaped clouds fly out into the sky. Well, it was an interesting exercise to create ‘tweet clouds’ by Citibank to measure customer sentiments around Diwali shopping(1).
Diwali brings in a lot of expenditure in terms of new stuff for the house, family and gifts for relatives and friends, so we often tend to base our buying decisions on the bill. But, Citibank plans to change this with its new EMI offerings on its credit cards at no extra cost. So, consumers could buy to their heart’s desire.
The campaign titled ‘Tweet a cloud, Dil Se’ went live at DLF Promenade in New Delhi and High street Phoenix in Mumbai on Saturday, just a day before Dhanteras. And, the online effect has seen the hashtag trending at the top on Saturday as well as the better part of Sunday.
Clouds made of helium in the shape of heart or rupee symbols were let out into the sky, based on the kind of tweets that dominated in the hashtag. People were encouraged to tweet about their Diwali shopping stories and tag them with #DilVsBill.
Recommended for YouWebcast: 4 Steps to Creating a Marketing Content Plan
A specially created Twitter account ‘DilVsBill‘ spearheaded the entire tweet cloud momentum throwing in prizes like iPhone for the lucky ones too. In addition, online retailers like Yebhi, Snapdeal and Myntra also joined the conversations around #DilVsBill with prizes on offer. Citibank has partnered with 1700 merchants for the EMI privilege offer.
All in all, it’s an awesome campaign by a bank to promote its new EMI offerings. Judging by the tweets and trends, it seems to have made an impact and adding the online interaction to the offline activity made it even more exciting. Needless to say, most of the clouds in the livestream were only heart-shaped ones; I did see a ‘Shopping bag’ shaped cloud but certainly not any rupee shaped clouds!
Also, a quick Google search threw up this story about the creation of foam and helium clouds to create ad messages in the sky.
- Article source