IDFC FIRST Bank’s Activation Drive – Turning Passive Cardholders into Online Spenders

Objective

IDFC FIRST Bank set out to improve the activation and digital usage of its credit cards by encouraging users to enable online transactions—a frequently missed step after card issuance. The aim was to increase first-timeusage, reduce dormant cardholders, and drive early lifecycle engagement.

Challenge

A significant portion of cardholders received their credit cards but nevercompleted the activation of online transactions. This friction point—oftenoverlooked or forgotten—resulted in low usage, reduced transaction volume, anda higher share of inactive accounts.

Solution

In partnership with Cheggout, IDFC FIRST Bank launched a high-intent campaigndesigned to nudge users to enable online transactions and reward them for taking action.

• A clear, action-driven message: “Activate online transactions on your credit card and unlock exclusive rewards.”

• A dedicated microsite IDFC FIRST Deals was created to provide a seamless experience where users could:

- Check their activation status    

- Follow simple steps to enable online usage  

- Instantly view and redeem curated rewards

• Reward partners included Swiggy, Ixigo, Zomato, and Big Basket, offering high-relevance, high-perceived-value incentives.

Execution Highlights

-> The campaign was rolled out to over 2 million cardholders via personalized emails, push notifications, and WhatsApp reminders.

-> In-app banners drove additional visibility.

-> The microsite was optimized for a guided, frictionless experience from start to finish.

Impact

• Online transaction activations saw a 3X jump within 10 days

• 1 lakh users visited the campaign microsite

• 35,000+ cardholders enabled online transactions during the campaign

• 10,000+ users successfully claimed their rewards

• With a 28%+ redemption rate, the campaign achieved one of the highest engagement metrics among comparable initiatives

• Thousands of previously inactive cardholders made their first-ever online spend, boosting early lifecycle metrics.

Conclusion

IDFC FIRST Bank’s credit card activation campaign, powered by Cheggout, proves that a small friction point, when addressed with the right messaging, user journey, and rewards strategy can drive significant behavior change. By combining personalized nudges with a seamless experience and meaningful rewards, the bank successfully converted passive cardholders into active, high-value digital users.

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