Yes Bank – Brand Refresh OOH Campaign

• Context: Indian banks face challenges with evolving customer expectations due to demographic shifts and technological advancements. Yes Bank responded by refreshing its brand identity to offer a more personalized, digitized experience.
• New Identity: The new logo, symbolizing growth, incorporates a soaring bird instead of the old tick mark, reflecting the bank’s commitment to enhancing customer lives.
• Campaign Theme: “Life Ko Banao Rich” emphasizes the bank’s goal of being a comprehensive solution provider.

• Primary Goal: To introduce and reinforce the refreshed brand identity while retaining key elements of the old logo.
• Secondary Goal: Differentiate the new identity from the old while highlighting the bank’s comprehensive solutions.
• Target Audience: Young and middle-aged adults seeking a comprehensive banking partner.

• Geographic Focus: 22 cities, including metros and tier-1 cities.
• Tagline: “Life Ko Banao Rich”

• OOH Media Strategy:
o High Traffic Areas: Premium billboards at key junctions to maximize visibility and impact.
o Catchment Areas: Traditional media (billboards, unipoles, bus shelters) in branch catchment areas and residential buildings to build high frequency.
o Large Media: Placed in high-traffic areas with a floating audience to create immediate awareness and impact.
o Multi-Formats: Utilized a mix of billboards, unipoles, bus shelters, mall media, society screens, corporate hubs, and DOOH for vibrant and extensive reach.

• Creative Execution:
o Visuals: The flying bird symbol in the new logo drew additional attention.
o Placement: Strategically placed to maximize visibility and frequency.
o Rotation: Creatives were rotated on DOOH to maintain engagement and freshness.

• Media Mix:
o Traditional: Billboards, unipoles, bus shelters.
o Digital: Mall media, society screens, corporate hubs, DOOH.