Este vorba despre o banca din Noua Zeelanda, campania fiind premiata la o Gala Echo in urma cu cativa ani. Ar putea fi un exemplu pentru cei de pe la noi 🙂
PRODUCT OR SERVICE
Bank of New Zealand’s Campus Pack is a student bank account with a free student discount card.
DEFINITION OF AUDIENCE
The audience was students at the country’s 10 main tertiary institutions. We were targeting customers of other banks – switchers. We knew they were savvy consumers who were cynical towards overt marketing and had a low level of engagement with banking as a category.
TARGET AUDIENCE SIZE
25,000 – 49,999
COUNTRY WHERE CAMPAIGN RAN
DATE CAMPAIGN RAN
February 1, 2006 – March 31, 2006
The student market is critical for banks. It is as a student that most customers begin a relationship with the bank that they are likely to stay with for many years, eventually taking out a mortgage and becoming a high value customer. For this reason, competition is fierce, and all of the main banks offer strong incentives for students to open an account, such as a free MP3 player or a $40 sign-on bonus for new customers. We needed something similar, and needed a campaign that would outshine our competitors. The student audience was naturally ambivalent to banks, so it was critical that our campaign was relevant to them and resonated with their sense of humour.
We had to win a large portion of the student market to ensure our future market share for the wider business. However, our budget had been reduced by 10% from the previous year, and the number of new accounts we opened last year had now become this year’s target.
Our objective was to open 6,500 new accounts, with a stretch target of 10,000 accounts.
Competitors all used powerful incentives to get students to open an account with them, such as a sign-on bonus of $40 cash. We needed something unique that would make our product more compelling. Our insight was to appeal to students’ desire to get discounts/free stuff to make their frugal life more enjoyable. A relationship was arranged with a student discount card to integrate the discount card with the ATM bank card that came with Campus Pack. This meant students could get free stuff and discounts all year round – a distinct point of differentiation.
Next, we looked at how we would reach our audience. As there were limited list options available for the student market, we turned to a range of traditional and non-traditional direct response media in and around the university campuses. Our strategy was to surround the audience in a very localized way with a bold, integrated campaign.
We also had to overcome the challenge of getting students into the bank branch to open the account – which is often off-campus. We did this by setting up mobile bank stands on campus at the height of the campaign – so we could sign up new customers on the spot.
To create cut-through for a financial services product, the campaign had to be entertaining. So along with print and direct media, we performed street theater style stunts on campus. This ensured we got great exposure to the campaign and further maximized the response from the rest of the campaign activity.
Finally, we had to make sure that customers who opened the account actually used it, rather than just taking advantage of the discount card. We knew students were high mobile phone users, so arranged to send them „chaser” text messages once they had opened the account. These contained a message incentivising them to go into a bank branch to activate their cards.
The offer centered around the free student discount card that came with Campus Pack. This was further incentivised with a prize draw of software packages for every new account opened. We designed a range of response options to suit our audience – students could text message us for more information, visit a Website or visit a branch.
The campaign itself was executed through a variety of mediums. Simple direct mail packs were sent to existing customers to get them to activate the account. Direct response ads were placed in student publications. Banner ads were placed on student association websites. Street posters were plastered up on and around campuses. 47,000 inserts were placed in the orientation bags that every student received when they enrolled. All used the same artwork and carried the same message – you don’t have to sell your body parts for cash – don’t get desperate, get a Campus Pack instead.
To further raise the profile of the campaign, we hired actors to perform on campus. A „doctor” wheeled around a heavily bandaged „patient” on a hospital gurney whilst encouraging other students to donate their body parts for cash. The stunt was hugely entertaining and met with a hilarious reception. Even a high-profile local politician campaigning at one university was inadvertently caught in the middle of it! The doctor gave out flyers and directed people to the stand on campus where they could open the account. It proved so popular, digital video footage of the event was edited together and sent out as a viral e-mail.
All of this activity was focused around a 2-3 week period around each campus’ enrollment and orientation weeks. We knew students took care of administration things, like opening a bank account during this time. This meant we could create an intense burst of activity to gain maximum exposure at the time that counted.
The call to action was to visit the website, branch or text us. If students responded by text message, we would text them back details of all the discounts they could get with their Campus Pack account. However, the thing that really made the campaign a success was the chaser text. Once a customer signed-up, we notified them by text when their bank card was on its way and gave them an incentive such as free movie tickets to visit a branch to activate their PIN number. This overcame the previous hurdle we had of customers opening accounts but not activating them.
The creative proposition was „Don’t get desperate, get a Campus Pack.”
We needed to create something engaging and totally irreverent to appeal to the target market. The fictitious company, Body Parts Direct parodies life as a poor, desperate student – needing to sell their spare body parts to get through student life. It’s deliberately designed to look like the real deal, with a medical journal style illustration and a list of prices for assorted organs (although closer inspection reveals the captions are of a rather satirical nature). The insert in the orientation bags even included a sealed bag for the recipient to send their body parts back in and a set of helpful instructions! So as not to harm the authenticity of the pack, the Campus Pack message was made to look like a sticker that’s just been slapped on top of the Body Parts advert – almost looking like a desperate attempt to save students from this grisly fate. This message from the bank was printed with a special over gloss on the posters, to further contrast with the body parts illustration underneath. Finishing touches were added, like a URL for http://www.bodypartsdirect.co.nz (which redirects to the Campus Pack page on the BNZ website).
The campaign utilized as many media as possible that students were exposed to around their campus – DM, posters, field marketing stunts, ambient messages in labs and hostels, viral movie, magazine and online ads, inserts and handouts during orientation. Many of the media were cheap and slightly guerrilla in nature, which neatly supported the subversive nature of the „Body Parts” campaign idea.
It’s a totally unexpected approach from a formal bank – using the type of irreverence and outrageousness that appeals to smart, cynical young students who hate being patronized, but love to be entertained.
Our objective was 6,500 new accounts. During the campaign we opened 18,138. To give this some perspective, in the previous year we had a larger budget and opened just 6,500, which was considered a success at the time. The campaign totally dominated competitors, with Campus Pack accounts making up an estimated one in three of all student accounts opened.
This gave us a cost per acquisition of US$2, compared to US$6.9 the previous year. With each customer valued to the bank at US$128 within 10 years, the total value of new customers delivered by the campaign is US$2,321,664, against a marketing spend of US$37,000.
As a result, the campaign increased our share of the tertiary market from 11% to 17% in the space of two months, an spike of 6% that would often takes years to achieve in financial services categories.
In previous years, we also had the problem of up to 40% of accounts being opened, but not activated. The 12,000 chaser text messages sent out has made a huge difference to this. Over 10,000 incentives were redeemed by activating the account within a week of receiving their card.
MEDIA COST INFORMATION
The cost of tactical media placed in student magazines and student websites was covered under a sponsorship agreement, so was outside of the campaign cost. The estimated rate card value of this was US$4,000. The cost of poster placement was US$1,100.
PRODUCTION COST INFORMATION
US$15,000 for all printing and production.
OTHER COST INFORMATION
The cost of the text campaign was US$7,000.
Advertiser: Bank of New Zealand
Address:Level 5, 80 Queen Street,
State or Province:
Telephone number:+64 9 375 5166
Fax number:+64 9 375 1335
E-mail address: email@example.com
Agency: AIM Proximity
Address:111 Franklin Road
State or Province:
Telephone number:+64 9 361 0246
Fax number:+64 9 361 0102
E-mail address: firstname.lastname@example.org