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聪明的卡什
案例简介：相关性 聪明的 Kash 是一种通过真正的互动将 ASB 品牌与公众联系起来的全新方式。它将 ASB 银行的品牌带入现实。聪明的 Kash 在当地和国际上发起了公关主导的活动，就像一家科技公司向世界推出新产品创新一样。聪明的 Kash 是建立和保持品牌忠诚度的强大方式，通过在无现金社会中促进储蓄，通过让孩子们再次获得有形的钱同时推广储蓄产品和创新的银行服务。 概要 SituationASB Bank 的问题是世界上日益增长的问题: 在我们越来越没有现金的社会中，当我们的孩子不再看到金钱的价值时，他们怎么能继续理解它？在新西兰，这个问题尤其明显，因为实物纸币和硬币不再用于支付。简介创造一种创新产品，父母和孩子都可以真正参与和互动 -- 将创新的 ASB 品牌带入生活，并再次将儿童与金钱的有形性联系起来。以反映 ASB 作为技术和创新品牌的定位来启动它。ObjectivesASB Bank 是一家众所周知的创新银行，其关键目标是再次证明这一点，同时保留年轻家庭的现有客户，并从竞争对手银行获得新客户。 结果 5 天内实现 10,000 感兴趣注册的商业目标。目前在 38,000。ASB 的品牌爱分数达到 93 分的历史最高水平，这是聪明的 Kash 的直接结果，促进了业绩 9% 的增长 (过去 6 个月)。感兴趣的客户高度参与。电子邮件的开盘率分别为 48 和 64%。(ASB 基准 30-35%)。在所有新西兰国家、黄金时段新闻节目、国家报纸和在线媒体以及 NBC 新闻、 Fast Company 、 Re/Code 的国际报道中出现金融品牌 (共享超过 600 次) 、趋势预测网站等。估计有 10 百万以上的媒体印象。来自 10 多家全球银行/金融机构的联系，对该技术的许可感兴趣。超过 1,100 股 facebook 帖子，1,400 条评论和 10,000 个赞。视频帖子已被浏览 278,000 多次。超过 120,00 个 YouTube 视图。超过 98,000 分钟的内容被观看。试点的早期客户反馈显示了行为改变的证据 -- 更多的定期储蓄和更多关于金钱的对话。 执行 聪明的卡什设计，研究，原型和开发超过 12 个月。它是通过公关、 asb.co.nz 和两个展示聪明的 Kash 和开发/制作的在线视频发布的。一组注册的人被选择体验并反馈该设备，以获得 2016年9月向新西兰发布的更新版本。时间线感兴趣的注册发布和新闻发布会 2015年9月 1,050 测试版单元的首次软发布 2016年1月全国范围内的大规模发布 2016年9月的安置 1 050 个单元正在家庭住宅中用于反馈,测试和促销使用在 ASB 活动中，人们可以进来尝试聪明的 Kash 媒体报道新西兰所有主要的国家新闻和技术目标以及有影响力的国际出版物。ScaleFirst 启动 2015年9月: 全国 1,050 个单位给新西兰家庭和影响者在全国的分支机构和宣传材料中大规模启动 2016年9月 战略 观众 -- 年轻家庭的父母 (4-12 岁的孩子)，通常是 30-49 岁的媒体 -- 国家广播、印刷和在线新闻和科技媒体 + 主要影响者。国际媒体对科技、创新和趋势预测的影响。我们在 ASB 的创新实验室通过现场产品演示和新闻发布会展示了聪明的 Kash，该实验室由 ASB 的首席建筑师詹姆斯 · 伯金领导。我们同时向国际媒体发布了消息 -- 通过视频、新闻稿和潜望镜。在奥克兰，我们邀请了当地一所学校的孩子们，与主要媒体和影响者一起体验聪明的 Kash。后来，孩子们接受了银行儿童金融知识专家的现场教育。我们结合了一个吸引人的产品创新，一个反映人类真相并产生互动的想法，然后以科技公司的方式发布了它，我们的目标客户 (儿童) 在我们发射的核心。 活动描述 聪明的 Kash: 一个黄色玩具大象形状的无现金数字货币箱 -- 自 1960 年代以来，ASB 一直在使用这种标志性动物作为自己的储蓄箱。•它的腹部是一个数字屏幕，通过蓝牙与父母的手机银行应用程序交互。父母可以从他们的手机上 “刷卡” 钱 (通过 ASB 手机银行应用程序)，聪明的 Kash syncs 会反映这种平衡，这样孩子就可以看到他们的零花钱。付款可以用名字个性化，目标可以设定,声音效果增加了光和乐趣。
聪明的卡什
案例简介：Relevancy •Clever Kash is a whole new way of connecting the ASB brand with the public through genuine interaction. It brings ASB Bank’s brand to life – literally.•Clever Kash was launched locally and internationally with a PR-led campaign in the same way a tech company would introduce a new product innovation to the world. •Clever Kash is a powerful way to establish and maintain brand loyalty by promoting saving in a cashless society, by making money tangible to children again•It’s a cashless moneybox that encourages consumer interaction, while promoting savings products and innovative bank services. Synopsis SituationASB Bank’s problem is the world’s growing problem: in our increasingly cashless society, how could our children continue to understand the value of money, when they no longer see it? In New Zealand, the issue is particularly evident, as physical notes and coins are hardly used for payments anymore.BriefTo create an innovative product that parent and child alike could genuinely participate in and interact with – bringing the innovative ASB brand to life and connecting children once again to the tangibility of money. To launch it in a way that reflected ASB’s positioning as a technology and innovation brand. ObjectivesASB Bank is well known as an innovative bank, and had the key objective of proving this once again while retaining existing customers with young families, and acquiring new ones from competitor banks. Outcome •Business objective of 10,000 registrations of interest met within 5 days. Currently at 38,000. •ASB’s Brand love scores reached all time high of 93 as a direct result of Clever Kash, contributing to 9% growth in performance (last 6 months). •Interested customers were highly engaged. Emails had open rates of 48 and 64%. (ASB benchmark 30-35%).•Featured in all NZ national, primetime news shows, national newspapers and online media plus international coverage from NBC News, Fast Company, Re/Code, The Financial Brand (shared over 600+ times), trend forecasting sites and more. Estimated 10m+ media impressions.•Contact from 10+ global banks/financial institutions interested in licensing the technology.•Over 1,100 shares of facebook post, 1,400 comments and 10,000 likes. Video post viewed over 278,000 times. Over 120,00 YouTube views. Over 98,000 minutes of content watched.•Early customer feedback from pilot shows evidence of behavior change – more regular savings and more conversations about money. Execution Clever Kash was designed, researched, prototyped and developed over 12 months. It was launched through PR, via asb.co.nz with a registration of interest and via two online videos showcasing Clever Kash and the development/making of. Groups of registered people were chosen to experience and feed back on the device for an updated version to launch to NZ in September 2016.Timeline•Registration of Interest launch and press conference September 2015•First soft launch of 1,050 beta units January 2016•Mass launch nationwide September 2016Placement•1,050 units are being used in family homes for feedback, testing and promotional use•At ASB events, where people could come in and try Clever Kash•Media coverge in all major NZ national news and tech targets and international publications of influence. ScaleFirst launch September 2015: 1,050 units nationwide to NZ families and influencers• In Branch and promotional material nationwide• Mass launch September 2016 Strategy Audience - Parents of young families (children age 4-12), typically 30-49 yearsMedia - National broadcast, print and online news and tech media + key influencers. International media of influence in tech, innovation and trend forecasting. We revealed Clever Kash via a live product demonstration and press conference at ASB’s innovation lab, led by ASB’s Chief Architect – James Bergin. We released the news to international media simultaneously – via videos, press release and periscope feed. In Auckland, we invited children from a local school to be the first to experience Clever Kash alongside key media and influencers. Later the kids received an onsite education session with the bank’s children’s financial literacy experts.We combined an appealing product innovation, an idea that reflected a human truth and generated interaction, then released it in the way a tech company would, with our target customers (children) at the heart of our launch. Campaign Description • Clever Kash: a cashless, digital moneybox in the shape of a yellow toy elephant – the iconic animal ASB has used since the 1960s for its own savings boxes. • On its belly is a digital screen that interacts with a parent’s mobile banking app via Bluetooth.• Parents can “swipe” money from their phone (via ASB Mobile banking app), and Clever Kash syncs then reflects that balance, so the child can see their pocket money.• Payments can be personalised with names, goals can be set, and sound effects add light and playfulness.
Clever Kash
案例简介：相关性 聪明的 Kash 是一种通过真正的互动将 ASB 品牌与公众联系起来的全新方式。它将 ASB 银行的品牌带入现实。聪明的 Kash 在当地和国际上发起了公关主导的活动，就像一家科技公司向世界推出新产品创新一样。聪明的 Kash 是建立和保持品牌忠诚度的强大方式，通过在无现金社会中促进储蓄，通过让孩子们再次获得有形的钱同时推广储蓄产品和创新的银行服务。 概要 SituationASB Bank 的问题是世界上日益增长的问题: 在我们越来越没有现金的社会中，当我们的孩子不再看到金钱的价值时，他们怎么能继续理解它？在新西兰，这个问题尤其明显，因为实物纸币和硬币不再用于支付。简介创造一种创新产品，父母和孩子都可以真正参与和互动 -- 将创新的 ASB 品牌带入生活，并再次将儿童与金钱的有形性联系起来。以反映 ASB 作为技术和创新品牌的定位来启动它。ObjectivesASB Bank 是一家众所周知的创新银行，其关键目标是再次证明这一点，同时保留年轻家庭的现有客户，并从竞争对手银行获得新客户。 结果 5 天内实现 10,000 感兴趣注册的商业目标。目前在 38,000。ASB 的品牌爱分数达到 93 分的历史最高水平，这是聪明的 Kash 的直接结果，促进了业绩 9% 的增长 (过去 6 个月)。感兴趣的客户高度参与。电子邮件的开盘率分别为 48 和 64%。(ASB 基准 30-35%)。在所有新西兰国家、黄金时段新闻节目、国家报纸和在线媒体以及 NBC 新闻、 Fast Company 、 Re/Code 的国际报道中出现金融品牌 (共享超过 600 次) 、趋势预测网站等。估计有 10 百万以上的媒体印象。来自 10 多家全球银行/金融机构的联系，对该技术的许可感兴趣。超过 1,100 股 facebook 帖子，1,400 条评论和 10,000 个赞。视频帖子已被浏览 278,000 多次。超过 120,00 个 YouTube 视图。超过 98,000 分钟的内容被观看。试点的早期客户反馈显示了行为改变的证据 -- 更多的定期储蓄和更多关于金钱的对话。 执行 聪明的卡什设计，研究，原型和开发超过 12 个月。它是通过公关、 asb.co.nz 和两个展示聪明的 Kash 和开发/制作的在线视频发布的。一组注册的人被选择体验并反馈该设备，以获得 2016年9月向新西兰发布的更新版本。时间线感兴趣的注册发布和新闻发布会 2015年9月 1,050 测试版单元的首次软发布 2016年1月全国范围内的大规模发布 2016年9月的安置 1 050 个单元正在家庭住宅中用于反馈,测试和促销使用在 ASB 活动中，人们可以进来尝试聪明的 Kash 媒体报道新西兰所有主要的国家新闻和技术目标以及有影响力的国际出版物。ScaleFirst 启动 2015年9月: 全国 1,050 个单位给新西兰家庭和影响者在全国的分支机构和宣传材料中大规模启动 2016年9月 战略 观众 -- 年轻家庭的父母 (4-12 岁的孩子)，通常是 30-49 岁的媒体 -- 国家广播、印刷和在线新闻和科技媒体 + 主要影响者。国际媒体对科技、创新和趋势预测的影响。我们在 ASB 的创新实验室通过现场产品演示和新闻发布会展示了聪明的 Kash，该实验室由 ASB 的首席建筑师詹姆斯 · 伯金领导。我们同时向国际媒体发布了消息 -- 通过视频、新闻稿和潜望镜。在奥克兰，我们邀请了当地一所学校的孩子们，与主要媒体和影响者一起体验聪明的 Kash。后来，孩子们接受了银行儿童金融知识专家的现场教育。我们结合了一个吸引人的产品创新，一个反映人类真相并产生互动的想法，然后以科技公司的方式发布了它，我们的目标客户 (儿童) 在我们发射的核心。 活动描述 聪明的 Kash: 一个黄色玩具大象形状的无现金数字货币箱 -- 自 1960 年代以来，ASB 一直在使用这种标志性动物作为自己的储蓄箱。•它的腹部是一个数字屏幕，通过蓝牙与父母的手机银行应用程序交互。父母可以从他们的手机上 “刷卡” 钱 (通过 ASB 手机银行应用程序)，聪明的 Kash syncs 会反映这种平衡，这样孩子就可以看到他们的零花钱。付款可以用名字个性化，目标可以设定,声音效果增加了光和乐趣。
Clever Kash
案例简介：Relevancy •Clever Kash is a whole new way of connecting the ASB brand with the public through genuine interaction. It brings ASB Bank’s brand to life – literally.•Clever Kash was launched locally and internationally with a PR-led campaign in the same way a tech company would introduce a new product innovation to the world. •Clever Kash is a powerful way to establish and maintain brand loyalty by promoting saving in a cashless society, by making money tangible to children again•It’s a cashless moneybox that encourages consumer interaction, while promoting savings products and innovative bank services. Synopsis SituationASB Bank’s problem is the world’s growing problem: in our increasingly cashless society, how could our children continue to understand the value of money, when they no longer see it? In New Zealand, the issue is particularly evident, as physical notes and coins are hardly used for payments anymore.BriefTo create an innovative product that parent and child alike could genuinely participate in and interact with – bringing the innovative ASB brand to life and connecting children once again to the tangibility of money. To launch it in a way that reflected ASB’s positioning as a technology and innovation brand. ObjectivesASB Bank is well known as an innovative bank, and had the key objective of proving this once again while retaining existing customers with young families, and acquiring new ones from competitor banks. Outcome •Business objective of 10,000 registrations of interest met within 5 days. Currently at 38,000. •ASB’s Brand love scores reached all time high of 93 as a direct result of Clever Kash, contributing to 9% growth in performance (last 6 months). •Interested customers were highly engaged. Emails had open rates of 48 and 64%. (ASB benchmark 30-35%).•Featured in all NZ national, primetime news shows, national newspapers and online media plus international coverage from NBC News, Fast Company, Re/Code, The Financial Brand (shared over 600+ times), trend forecasting sites and more. Estimated 10m+ media impressions.•Contact from 10+ global banks/financial institutions interested in licensing the technology.•Over 1,100 shares of facebook post, 1,400 comments and 10,000 likes. Video post viewed over 278,000 times. Over 120,00 YouTube views. Over 98,000 minutes of content watched.•Early customer feedback from pilot shows evidence of behavior change – more regular savings and more conversations about money. Execution Clever Kash was designed, researched, prototyped and developed over 12 months. It was launched through PR, via asb.co.nz with a registration of interest and via two online videos showcasing Clever Kash and the development/making of. Groups of registered people were chosen to experience and feed back on the device for an updated version to launch to NZ in September 2016.Timeline•Registration of Interest launch and press conference September 2015•First soft launch of 1,050 beta units January 2016•Mass launch nationwide September 2016Placement•1,050 units are being used in family homes for feedback, testing and promotional use•At ASB events, where people could come in and try Clever Kash•Media coverge in all major NZ national news and tech targets and international publications of influence. ScaleFirst launch September 2015: 1,050 units nationwide to NZ families and influencers• In Branch and promotional material nationwide• Mass launch September 2016 Strategy Audience - Parents of young families (children age 4-12), typically 30-49 yearsMedia - National broadcast, print and online news and tech media + key influencers. International media of influence in tech, innovation and trend forecasting. We revealed Clever Kash via a live product demonstration and press conference at ASB’s innovation lab, led by ASB’s Chief Architect – James Bergin. We released the news to international media simultaneously – via videos, press release and periscope feed. In Auckland, we invited children from a local school to be the first to experience Clever Kash alongside key media and influencers. Later the kids received an onsite education session with the bank’s children’s financial literacy experts.We combined an appealing product innovation, an idea that reflected a human truth and generated interaction, then released it in the way a tech company would, with our target customers (children) at the heart of our launch. Campaign Description • Clever Kash: a cashless, digital moneybox in the shape of a yellow toy elephant – the iconic animal ASB has used since the 1960s for its own savings boxes. • On its belly is a digital screen that interacts with a parent’s mobile banking app via Bluetooth.• Parents can “swipe” money from their phone (via ASB Mobile banking app), and Clever Kash syncs then reflects that balance, so the child can see their pocket money.• Payments can be personalised with names, goals can be set, and sound effects add light and playfulness.
聪明的卡什
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