Campaign India Team
Apr 22, 2009

MEC creates interactive game to launch Citibank’s card

Mediaedge:cia has created an interactive game to launch Citibank’s Platinum Select Credit Card.  The game was designed around “virtual shopping” using the new Citi Select Credit Card. At the start of the game, the player was given a credit limit of Rs 500,000 to shop. The player was prompted to use the various new features and accordingly calculate the reward points.

MEC creates interactive game to launch Citibank’s card

Mediaedge:cia has created an interactive game to launch Citibank’s Platinum Select Credit Card.  

The game was designed around “virtual shopping” using the new Citi Select Credit Card. At the start of the game, the player was given a credit limit of Rs 500,000 to shop. The player was prompted to use the various new features and accordingly calculate the reward points.

This game was installed on a 6ft x 4ft touch screen, interactive wall.  To monitor the number of responses, a camera was installed on top of the screens to record the number of people who saw the game, how many played it, male/female bifurcations etc.

Priya Chanda, business executive, MEC said, “We launched this game mainly to talk about the features and services of the Platinum Select Credit Card. We were targeting male 30+ who has an annual income of Rs 15 lakh and above and a household income of Rs 25 lakh and above.”

She added, “Our main aim was to create a pull for the card.  Here, we did not really have to call people. Only those who were interested and had a platinum card of any bank played the game. The consumers had to read a leaflet which carries the rules of the game and also the features of the card.” 

This activation was held at the Inorbit Mall and Oberoi Mall in Mumbai for five weeks. Chanda said that the campaign achieved 2500 leads and 3.25 lakh exposure.

Source:
Campaign India

Related Articles

Just Published

19 hours ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

20 hours ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

20 hours ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

21 hours ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.