Mumbai: While the citizens were glued to the media to find out what the Union Budget had in store for the country, digibank by DBS in partnership with Digitas India went a step ahead and came up with an innovative initiative to make it more appealing to its users. With #SoundsofBudget2021, each of the budget highlights were expressed with an associating sound which were unique and specially created for this purpose.
The Budget has various implications on our lives and understanding these was not easy owing to the complicated financial lingo it’s usually delivered in. Digitas India tried to financially upskill the audience and share the information in an easy and engaging way. It captured relevant updates from the Budget Session for the target audience in a fun and witty way and used ‘sound’ as an expression to add a strong uniqueness to the campaign.
The campaign by Digitas India was divided into three phases including the pre-budget phase, budget day phase and post-budget phase and ran for over a week. In the first phase,it created intrigue for the Budget Day and tried to find its core TG’s expectations from the budget in the form of stories on social media. For the second phase, which was on Budget Day, key highlights from the budget session were captured across various categories such as Healthcare, Income tax, Education, Custom duty, Housing, Environment, Railways, etc. An extra push was created in the form of a contest to give a push to the campaign and to encourage UGC.
Link to the wrap-up video post:
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Link to live update:
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In the third phase, which was a campaign closure, a wrap-up video was released which comprised a musical summary to denote the variety of sounds that were used in the campaign.
Highlighting the unique initiative behind the campaign, Mark Mcdonald, EVP & Head of Creative, Digitas India said: “To take something complex like the Annual Budget and decipher it for our TG, we needed a creative angle and packaging that broke down the information into small, engaging, fun pieces of content, that was easily understood. ‘Sounds Of Budget 2021’ – an annual property by digibank – did exactly that, using sound, music and the native features of each platform to land the key points of the budget, in a non-jargon, simple and memorable manner. As opinions and comments poured in, we rewarded consumers who engaged with us, with vouchers and updated content on specific budget provisions. Further, the campaign was rounded off with a catchy musical video summary that captured all the relevant points of the budget, in an easy-to-remember video digest. All this ensured that the campaign was a truly memorable one for our audience.”
In the period that it ran, the campaign was well received by the users across various digital platforms. The campaign recorded an overall Reach and Engagement/Responses on all three platforms (IG, FB, TW) to the tune of 1.5 million and 5567 respectively. Further, the engagement rate on Facebook increased exponentially by 568% as compared to the engagement rate the platform recorded in the last quarter. The engagement rate on Twitter and Instagram too increased by 58% and 36% respectively as compared to the engagement rate the platform recorded in the last quarter.
Team Digibank by DBS