cards: “Benefit Gold” and “Benefit Platinum” credit cards, “Good News” debit card. KEY BENEFITS: 1) “Benefit Gold” allows to collect 1%, 3%, 5% bonuses from purchase according to a kind of deal. Credit card holder can spend bonuses for any purchases. Simple rate, where one bonus is equal to one ruble, allows for easy calculations. 2) “Benefit Platinum” allows to collect 3%, 5%, 7% bonuses from purchase according to a kind of deal. Credit card holder can spend bonuses for any purchases. Simple rate, where one bonus is equal to one ruble, allows for easy calculations. MAIN TASK: To announce the release of updated products in social media among current and potential customers of the bank. To reverse the negative effect induced by a forced transition to new conditions applied for “Benefit” credit card holders (before conditions were different). SECONDARY TASK : to increase the number of subscribers in social media groups COMMUNICATION TASK: to tell about card benefits. BRIEF
a quiz in social media . User subscribes to Home Credit Bank social media page in order to take part in the prize draw. At the end of the quiz user learns about his attitude to changes and which of the “Benefit“ card advantages fit him. User finds out about “Benefit” card advantages while answering questions of the quiz. 1 2 3 4 5 One of those who passed the quiz successfully wins in a weekly prize-draw. When user subscribes to Home Credit Bank social media page When user doesn’t subscribe to Home Credit Bank social media page
way or another changed the world: from common known scientific geniuses to the contemporary guru of IT-technologies. Someone initiated changes, someone adapted to new ideas, someone carefully avoided them. Each story in one way or another leads to money issue and helps to display "Benefit" card features.
are recommended to join Home Credit Bank social media community. Subscribers, who will answer all quiz questions will take part in the prize- draw. Those who decide to continue without subscription can pass the test but will not get a chance to get a reward.
the loan taken by: STICK If a user selects this option, he reads: Donald Stick has no relation to "carrot and stick” motivation method. Although as an author of books on computational mathematics for some students, he became almost a Godfather. GUTENBERG Correct answer: Gutenberg became an initial point of common education, when he took a loan around 1600 guldens from Johann Fust with a huge interest rate and materialized his invention - a typographic machine. As "Benefit“ cardholder, you can buy a whole library, and waive interest charges - enough to pay your bill within 51 days grace period. EDISON If user selects this option, he reads: A light bulb really helps students to stretch homework process till dawn, however, education had become widespread long before Edison’s invention. A RESPONSE OF CONSERVATIVE A RESPONSE OF REVOUTEONIST A RESPONSE OF EVOLUTIONARY
by your answers, changes are not very welcome in your life. “Benefit” credit card allows you to remain faithful to your favorite shops and that peaceful cafe where you got used to gather with friends. With “Benefit Gold” and “Benefit Platinum” cards you can stay with your habits and spend the cumulated bonuses wherever you like with 1 bonus point equaling 1 ruble rate . A user gets the result based on his answers. According to user’s attitude to changes he is suggested particular advantages of the new “Benefit” features, most relevant to him. MOST RESPONSES OF CONSERVATIVE
the questions and joined HCB social media community takes part in a prize draw: iPhone 6 passes into possession of the winner. The winner is selected by the mathematical formula.
on his blog and social media pages and indicates the link to a project page on web. On a project page users offer initiatives and encourage others to vote for their propositions. To vote one has to become a member of Home Credit Bank social media community. Project page is restructured. The best initiative (by users’ choice) is getting the scores from users in 51 days period. 1 2 3 4 Home Credit Bank implements the chosen initiative and spreads information about it’s activity through Media.
pages (vkontakte.ru and lifejournal.ru) about Marathon of beneficial initiatives conducted by Home Credit Bank. He explains the rules of the project and suggests his subscribers and other bloggers to join. Home Credit Bank starts Marathon of beneficial initiatives. It is our chance to make the world better!
from my grannies now. I would like to chat with them online sometimes, but they are so It-illiterate! That is when I had this idea: let’s make an ambulant course to help elders around the country to learn Internet! Imagine you granny’s Facebook page – I’d like to follow it))” Peter, Tomsk “Some of them are fluffy, some of them are bald, but they all deserve to have home! To keep a pet at home is a responsibility, which not everyone can take. But in sake of humanity and safety of our town: let’s build a shelter! Vote!” Petrova Lyubov, Olovyansk “Our district is popular with young parents. I am a one myself. We are struggling to use stairs! The prams are so heavy! And it is not safe for the babies! Let’s make a young parents’ life a bit easier: let’s equip our area with ramps”. Alena, Moscow 1700 VOTES Users publish their initiatives on the project page and share it through social media asking friends, neighbors and colleagues to support the idea. To give a vote one has to subscribe for Home Credit Bank social media page. 507 VOTES 3000 VOTES
swap the points for rubles and use them for implementation of the initiative you chose. As with “Benefit” credit cards accumulated points are spent on what you decide. How to: Sign in via social media and add a point to initiative. One point is equal to one ruble, in the same way as with “Benefit” cards write-off rate. How long: If you already voted, tell your friends they still have time remaining. Points on the implementation of the initiative are collected within 51 days. Exactly the length of "Benefits” credit cards grace period . Creating a network of animal shelters. Initiatied by Petrova Lyubov, Ololavyansk Add point to make the world better Our visitors chose this initiative among others and now it is gaining points to become reality. An initiative already gained 50 000 points, that means we will spend 50 000 rubles on project realization. To give a point, the user signs in through social media account. When he clicks the button “Add point to make the world better”, a record about this action appears in his profile and a ruble is added to the banking account for project implementation.
Bank gives the sum equal to the number of votes for the realization of winning initiative. Every step of project implementation is widely covered with different media.
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