the eftpos giveback campaign
DESCRIPTION
An inaugural Christmas 'give-back' campaign for eftpos, encouraging everyday shoppers to use eftpos for more of their Christmas shopping and to feel good about their purchases at Christmas.TRANSCRIPT
The eftpos Giveback
Nov – Dec 2011
THE OPPORTUNITY
• Launch an annual Christmas ‘give-back’ tradition for eftpos
• Empower Australians to donate to an Australian cause
• Make people feel good about pressing CHQ or SAV at Christmas – regardless of the charitable cause chosen each year
• Thereby, increasing volume of transactions
THE INSIGHT
‘Giving’ at Christmas is an Australian thing to do. I like to help make donations to charitable causes at Christmas time.
SUCCESS
• If the usage of eftpos increases by volume in traditional eftpos payment locations
• If brand likeability, awareness and identification with Australian values all increase
THE BRUTALLY SIMPLE THINKING
CONSUMER INSIGHT BRAND INSIGHT
PROPOSITION
I like to make donations to charitable causes at Christmas time.
‘Giving’ at Christmas is an Australian thing to do.
eftpos now makes it easy for Australians to give to a good
Australian cause at Christmas by turning the act of pressing CHQ &
SAV into an act of giving.
Every Christmas, pressing CHQ + SAV now =
the joy of giving
MESSAGING
Press for good. Press CHQ or SAV and eftpos will donate to The Salvos.
CREATIVE Press
Press
CREATIVE
Press
CREATIVE
Press
CREATIVE
Citylights
CREATIVE
Outdoor – Young & Jackson
CREATIVE
Outdoor – Young & Jackson
CREATIVE
Online- Web Tile
CREATIVE
Online- Web Tile
CREATIVE
Online- Web Tile
CREATIVE
Online- Banners
CREATIVE
Member Merchant Wobbler
CREATIVE
The Salvos Stores Wobbler
CREATIVE
In-branch DL Flyer
CREATIVE