Westpac Get Cash Tutorials|短视频|广告营销案例【ADGuider广告指南】

西太平洋银行获取现金教程

案例简介：结果人们搜索我们的电影的代码，每一个细节的过程中学习新的服务。而挽救了代码的自动取款机，他们想要出去。在十个工作日，我们有超过 500万的意见，达到 74% 的所有法令》对 30 岁澳大利亚人在 Facebook 上。西太平洋银行获得的现金增加了 30%。而最令人难以置信的，年轻的银行帐户申请增加了一个惊人的 31.1% 来自于去年同期。概要西太平洋银行现金正新无卡货到付款服务。用户登录到西太平洋银行应用程序，要求一个独特的代码以及他们想退出，然后进入它的西太平洋银行 ATM 和领取现金。我们的辩护，西太平洋银行去取钱的年轻观众谁不关心银行。解释其价值。并了解如何使用新系统的细节在同一时间。战略年轻人认为银行很无聊。他们还想知道这一切时，使用新的技术。他们喜欢拿东西。并没有让他们高兴的莫过于繁忙，获得一个以上的 "人。他们也是非常好的社会文化 (数字感)，并充分认识到越来越多的社交媒体 fails' 从大品牌太急着打在游泳池。此外，他们在社交媒体上。这就是我们太，自然。活动描述这个月号的移动广告？从来没有表现出真正的帐号或密码，如果人们使用欺诈手段。但是，西太平洋银行的新无卡现金服务，我们打破了这条规则。我们创造了一系列的一步一步的教程视频资料发放在 Facebook 上。但 'example' 代码的演员被使用？他们是真实的。隐藏在众目睽睽下。有人看着可以进入一个自动取款机取钱。我们发布的视频教程在线和让人发现它自己。执行我们没有一个巨大的预算。所以不要烧钱的媒体 (疯狂的人口)，我们给了我们什么钱到目标奖金的形式。我们推出了第一教程在 Facebook 上，等待着字的蔓延，代码是 "真实"，然后又释放教程策划的时间间隔，养活不断的相同。以 'win'，你必须了解的产品线上，然后走出来，并用它在现实世界中。相关性西太平洋银行 GetCash 有着直接的想法，在纯粹意义上的字。它创建了一个直接对话 1:1 与个人在 Facebook 上，然后问他们的一个非常具体的、可以衡量的行动。所有的实际时间。和所有在一个完全集成的在线/离线运动。

西太平洋银行获取现金教程

案例简介：Outcome People scoured our films for codes, in the process learning every single detail about the new service. By redeeming the codes at ATMs, they were trying it out. In ten days, we had over 5 million views, reaching 74% of all 18 to 30 year old Australians on Facebook. The use of Westpac Get Cash increased by 30%. And most incredibly, young bank account applications went up by an amazing 31.1% from the same time last year. Synopsis Westpac Get Cash is a new cardless cash service. Users log into their Westpac banking app, request a unique code and the amount they’d like to withdraw, then enter it at any Westpac ATM and collect their cash. Our brief was to launch Westpac Get Cash to a young audience who don’t really care about banking. Explain its worth. And educate them on the finer details of how to use the new system at the same time. Strategy Young people think banks are boring. And they also think they know it all when it comes to using new technology. They love getting something for nothing. And nothing makes them happier than the rush of getting one over on ‘the man’. They are also incredibly socially literate (in the digital sense) and are fully aware of the growing list of ‘social media fails’ from big brands trying too hard to play in their pool. Also, they live on social media. So that’s where we went too, naturally. Campaign Description The No.1 rule of bank advertising? Never show real account numbers or codes, in case people use them fraudulently. But to launch Westpac’s new cardless cash service, we broke that rule. We created a series of step-by-step tutorial videos and released them on Facebook. But the ‘example’ codes the actors were using? They were real. Hidden in plain sight. Anybody watching could enter one at an ATM to withdraw free cash. We released the tutorial videos online and let people discover it for themselves. Execution We didn’t have a huge budget. So instead of burning money on media (crazy for this demographic), we gave what cash we had to the target in the form of prizes instead. We simply released our first tutorial on Facebook, waited for word to spread that the codes were ‘real’, then released additional tutorials at planned intervals to feed our constantly building audience. To ‘win’, you had to learn about the product online, then actually go out and use it in the real world. Relevancy Westpac GetCash was a direct idea, in the purest sense of the word. It created a direct dialogue 1:1 with individuals on Facebook, then asked them for a very specific, quantifiable action. All in real time. And all in a perfectly integrated online/offline campaign.