Asb Bank: ASB BANK - MONEY GOES DIGITAL

Credits & Description:

Type Of Entry: Product and Service
Category: Financial Products & Services
Title: MONEY GOES DIGITAL
Advertiser/Client: ASB BANK
Product/Service: MONEY TRANSFER SERVICE
Advertising Agency, City: OMD NEW ZEALAND, Auckland
Country: NEW ZEALAND
Media/Advertising Agency, City: OMD NEW ZEALAND, Auckland
Country: NEW ZEALAND
2nd Media/Advertising Agency, City: TBWA\WHYBIN, Auckland
Country: NEW ZEALAND
Credit Details:
Name
Position
Company
Rebecca Houston
Business Director
OMD New Zealand
Will Douglas
Media Planner/Buyer
OMD New Zealand
Chloe Hardy
Media Buyer
OMD New Zealand
Sarah Goldring
Group Account Director
TBWA/Whybin New Zealand
Andy Blood
Creative Director
TBWA/Whybin New Zealand
Tracey Hazelwood
Account Manager
TBWA/Whybin New Zealand
Verity Butt
Creative
TBWA/Whybin New Zealand
Karen Maurice-O`Leary
Creative
TBWA/Whybin New Zealand
Innovative Media Strategy: Pago is a financial innovation in New Zealand where, from a virtual wallet linked to an everyday bank account, users can text each other money, from one mobile phone to another. It was a dream brief - the client demanded and (research supported) non-conventional advertising. Key insight: The prospect target was defined as 'Digital Natives' - a tech savvy youth audience. Although highly cynical of conventional marketing messages they are captivated by innovation and digital development. Strategy: Capture attention through new technology and media innovation reflective of the Pago brand. The media solution discovers new touch points and embodies genuine media innovation.
Creative Execution: Innovation and new media was key to engaging the target audience. The campaign utilised: - Hypertag and Bluetooth technology where recipients could download free money vouchers to their mobile phone - this directly motivated registration. - A totally new media channel by stickering the national currency - Pixelated a billboard using 30,000 Post-It-Notes to create an interactive outdoor experience where train commuters could take the message with them, Pago in one hand, mobile phone in the other….
Target Audience: The 'youth' audience are mobile and seldom at home. - Radio promoted a new destination everyday where Hypertags (integrated into Street Furniture) gave away free money. - Bluezone technology got Pago onto the targets' mobile at the Big Day Out (BDO), the country's largest youth music festival. - The NZ$5 note was stickered and seeded into circulation at the BDO and key youth retailers. - The Post-It-Note billboard was constructed at the largest central train station encompassing the target.
Effectiveness: Awareness goal +21% 2-months from launch. Registration +300% 1st-week. Mobile content downloaded to 76.4% of the registration goal "It was going to be a big challenge, after all there aren't too many campaigns that have created a brand, articulated a complex service and delivered acquisition all within one smallish(!) budget." V.Chong, Pago