Saif Sayed, New Delhi
Max Get More is a one of a kind concept developed keeping in mind the consumer spending habits. The platform is easy-to-use, and extremely effective in maximizing the benefits from your shopping spends. So in a bid to reach out to maximum number of people and making their spending easier and rewarding, the brand has rolled out their extensive 360 degree campaign.
The mammoth campaign can be seen on a wide array of media platforms like Print, Outdoor, Radio, Cinema along with a presence on digital and social media.
Launched on 15th October 2015, the campaign spreads across 7 Cities which includes Delhi, Hyderabad, Pune, Coimbatore, Mumbai, Bangalore and Chennai with 175 Hoardings / Bus Shelters as touch points. The branding makes it appearance on 130 buses, 5 mall facades/dropdowns, 1 Mobile Van, 19 Metro Stations & 5 Mumbai Local stations (Dadar, Ghatkopar, Thane, Borivali, Andheri) with branding inside 2 Metro Trains.
It promises “Paanch Guna Zyada” rewards to consumers that shop with their debit or credit cards, educating consumers on a more lucrative way of shopping this festive season.
Speaking about their “Paanch Guna Zyada” Rewards campaign, Bijaei Jayaraj, CEO, Max Get More says, “Loyalty programs and points are a currency that need to be used effectively. Indian consumers have barely scraped the tip of the iceberg and need to understand the art of using loyalty programs. Consumers are often discerning and savvy about which programs offer the best returns for their personal information, which deliver on their promise of recognition, and which are easiest to use. Born out of a strong want for enhancing customer experience, the Max Get More platform aims to change the way consumers shop. The platform is built on a robust structure of insights gained from extensive research of consumer behaviour and prime purchase drivers.
Talking about the conceptualisation of the campaign, Kapil Mishra, Executive Creative Director, Contract Advertising, said, “Our society is full of stereotypes which tell us what an `ideal` husband, wife, student etc. should be like. Some of them stretch themselves to the extent of being bizarre. We spoofed them in the same format that they are taught us in, i.e. The old style hand painted poster format. It`s a fun take where we are linking it to our offering `Max Get More` reward points, saying that these kinds of `ideal` people shop with this programme and get five times more reward points, as this is the `ideal` way to shop."
The campaign rides on a creative approach that infuses an element of Retro and humour in its fold. Conceived by Contract Advertising, the theme of retro spoof of stereotypes is intended to encourage and enhance the rewards experience while shopping at Max Get More. The team on the mandate includes: Ashish Chakravarty, Vineet Mahajan, Kapil Mishra, Akshat Ghildial, Sheetal Parekh, Rakesh Ranjan, Geet Nazir, Divya Sethi, Shiny Cherian and Kirtana Hariharan.
Targeting seven cities including Mumbai, Delhi, Chennai, Hyderabad, Coimbatore, Pune and Bangalore; it aims at optimum utilisation of media ranging from print, radio, digital, movies (theatre ads) and stores. The campaign has been launched in four languages and will run till the end of November.
Max Get More is a singular, inclusive, consolidating brand that brings together several stakeholders like consumers, bank loyalty programs and merchant partners while offering them multiple benefits. It is a unique concept developed with the consumer in mind, bringing forth innovative ways to enhance the customer experience. The platform is easy-to-use, yet extremely effective in maximizing the benefits that customers can derive from their shopping spends.
For the consumer, it allows accelerated accrual of loyalty points in their bank’s loyalty program and also helps them to carry out live and real time redemption of these loyalty points at Max Get More partner stores. Consumers can also use the Max Get More portal to redeem their points. In this cycle, merchant partners can acquire higher number of loyal consumers in the most cost-effective manner, while delivering incremental value to banks and consumers.