$1.$ Suppose that the bank needs to develop a marketing campaign for $2002.$ Based on the information in the case discuss a target market $($e$.$g$.,$ existing user migration to online channel vs$.$ new customer acquisition$)$ for the campaign, value proposition to promote as part of the campaign, positioning of the bank in the campaign and an ad copy strategy $($ad headline, type of image, call to action etc.$)$ for the mediums $($e$.$g$.,$ social media, search, print, tv etc.$)$ selected for the campaign $(18$ points$).$