Federal Bank OBD Campaign with A/B Testing (2022)

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OBJECTIVE

Convert customers who only use their Debit Card for ATM withdrawals to make online transactions through a targeted Outbound Dial Campaign.

APPROACH

Debit Card customers with a valid mobile number and without the DND feature enabled were segmented as the target audience for this campaign.

We decided to piggyback on the major online sales that were ongoing during the period and remind customers of the advantage of using their card when they shop online. An incentive of 50X Reward Points on the first transaction was also plugged in to give customers the additional push.

The script was written to seem like the bank's mascot (Feddy) was calling the customers himself.

A/B Testing

Two approaches were taken for the Outbound Dial Call:

1. Starting with a little mystery

Psst! Hey <Customer Name> Feddy here and I’ve got a secret to tell you.Whenever there’s an online sale, remember to shop with your Federal Bank Debit Card because you can earn 50X Reward Points!Shop now, thank me later