Creative ideas for Touch Bank social media campaign (ENG)

Transcript

1. IDEAS FOR SOCIAL MEDIA COMMUNICATION DEVELOPMENT TOUCH BANK
2. CLIENT: TOUCH BANK KEY BENEFITS: MasterCard credit card with no commission upon money withdrawal in any ATM around the world. No limit on withdrawal amount from any connected account. High diversity of online services. TASK: To increase brand awareness and knowledge, to educate users about bank products and services. TARGET AUDIENCE: 34-45 years old, 40%/60% F/M, 80 000-100 000+ RUB income (Moscow), 45 000-60 000+ RUB income (other cities). Managers, top-managers and qualified specialists. Despite of general knowledge of online banking, they don’t often use all the opportunities it provides. Active and experienced internet users. BRAND IDEA: Human bank, designed for your needs, very ingenious BRIEF
4. Lots of institutions try to ward a client with bonuses, claiming they’ll make him a happiest person in the world. But what if most of those places he is not going to visit in a lifetime? Could it be possible to spend bonuses at the place YOU need, not at the place THEY told you? MANIFESTO
5. Virtual map of efficient offers The bank uses social media to discover customers preferences and choose the loyalty program partners according to the clients needs.
6. Those users with valuable recommendations (whose favorite places will be marked on the map) as a reward get a discount from the bank's new partner. Talking about its products on SM, the bank learns directly from customers about the places where they would like to enjoy discounts or to receive additional bonuses. $$$ ? Through customers’ recommendations Touch Bank updates list of partners monthly and adds them to the map available for customers through SM application. $$$ COMMUNICATION MECHANC IN SM
7. OPINION LEADERS’ PART Once in a week an expert talks about his favorite place accompanying the post with the photo taken there and asks users to guess what is this place. Each expert shares his experience of using Touch Bank services. Daniel Trabun, editor in chief of “Afisha“ magazine - one of the experts
8. Point on the map Services News Experience Dress-code 4 Working days 1 Household goods and services Goods and services for body Goods and services for soul City leisure 3 Vacations 2 WEEKLY CONTENT MATRIX Row names are topics relevant to the clients (places and situations where Touch Bank services can be used). Column names contains posts classes by type of content.
9. #Pointonthemap – interactive posts where experts publish photos of their favorite places, while users have to guess these places. Post ends with a survey about interesting locations which other users adore. I suggest this comfortable bar as a nice place to discuss plans with colleagues, because of the best lager. The one who names it first will receive a 50% discount on service their from Touch Bank. Sincerely yours, Daniel Trabun To get the best deals in your favorite establishment, add it to the Touch Bank virtual map using hashtags #TouchBank #virtualmap. If your reference will win, you’ll get the permanent discount at your favourite place! 1 POINT ON THE MAP 1
10. #TouchBankservice – we talk about the product and conduct a survey among subscribers about an interesting location they can refer. Sicily is famous for its Cosa Nostra. But it is not the reason to deprive yourself of the resort pleasures! If you are a Touch Bank customer, activate “ Card protection " and “Payment protection“ services and quietly enjoy the beauty of the restless island. Is there an interesting Italian place in your city, which we should add to the map of our partners? Recommend us! Use #Italy #TouchBank #virtualmap 2 SERVICE 2
11. #News – bank news and survey among subscribers about an interesting location they can refer. L'Occitane is a natural cosmetics store, where every Touch Bank customer can get a discount 1000 Rubles. Does your city have any eco-friendly locations? Write about them, using #ECO #TouchBank #virtualmap hashtags. If your guidance gets on Virtual map, you’ll get a permanent discount at you favourite place! 3 NEWS 3
12. Wedding is coming! And though I am only a witness of honor, I have to look decent. In my opinion, a quality suit which won’t cost a fortune can only be bought in Milan. In this case Touch bank card with accounts in different currencies will be very useful. Since new pants will be payed in EURO, I won’t lose on currency conversion. Tell us where do you buy your suits? Share addresses! Mark you post with hashtags #suit #touchbank #virtualmap. If your suggestion will be the most curious, you will get a personal discount at your favorite store from Touch Bank. #Experience – stories of bank product usage told by opinion leaders and a survey among subscribers about an interesting location they can suggest. 4 EXPERIENCE 4
14. MANIFESTO Almost every financial procedure requires time and efforts. Some services are so complicated it may take a week, a ruler and a friend to understand how it works. Some are so plain one can deal with it only in a nearest bank branch directly. Some require not only client presence but all conceivable documents including his grandparents testament. Meanwhile Sci-Fi movies keep promising things like any transaction with a touch, universal currency, authorization with eye-print and similar.
15. News from the Future Touch Bank applies such innovative technologies to its services, that its customer feels almost like living in the future. To claim it Touch Bank is launching the world’s first blog with news from the year 2040.
16. Author of the best greeting (most funny, ingenious and inspiring) once a week gets iPhone6 for a prize. Touch Bank launches the world's first blog on social media with news from 2040, which tells how innovative products help to live in technology world of the future. Once a week a future self of an opinion leader shares a lifehack. Users share the greetings to their present selves from the distant year of 2040. $$$ ? ! COMMUNICATION MECHANICS IN SM
17. OPINION LEADERS’ PART Opinion leaders play part of guides to the future: due to their greetings, and distinctly aged looks, we see how the world would have changed. Opinion leaders’ stories about using Touch Bank services in the year of 2040 boost understanding that the bank's service is based on prospective technologies. Greetings and funny avatars which bloggers publish on their web pages shall attract attention to Touch Bank social media community and gain new subscribers and customers. Varlamov, a journalist - one of the celebrities
18. Greeting from future Service News Experience Entertainment Health 3 Home Goods Body Universe 2 City 1 Travels 4 Relationships WEEKLY CONTENT MATRIX Row names are topics relevant to the clients (places and situations where Touch Bank services can be used). Column names contains posts classes by type of content.
19. #Greetingsfromfuture – “future” opinion leaders share insights. These insights are based on experience one could have obtained towards 2024. Sell your oil wells promptly! The best fuel for skymobiles are banana peels! What do you want to transmit to yourself back to 2016? One with the most inspiring "hello“ will receive a gift IPhone182 (or 6 if the 182 would not have been released at the time of the choice of the winner). 1 GREETINGS FROM FUTURE 1
20. #Touchbankservice – stories about the products and how their present features would help in the future word. Only lazy one did not send a postcard back home from Neptune — space tourism is quite affordable entertainment since 2017. If you travel with an international MasterСard World, you can withdraw cash without commission anywhere on the Earth and beyond. 2 SERVICE 2 2
21. #News – “reminiscence” of Touch Bank news. Our mothers and grandmothers nostalgically recall February, March and April 2016, when natural cosmetic was available at L'Occitan store for each customer Touch Bank with a 1,000 RUB discount. 3 NEWS 3
22. S O When you travel 5 times faster than sound (I have switched to Skylon already), you really need an instant access to different currencies. With my Mastercard World by Touch Bank I can pay in Eurollars, Tenge or Roublyuan from one of the linked accounts without conversion fees. #Experience – stories of the situations when Touch Bank’s products will become extremely important, told by opinion leaders from approaching year of 2040. 4 EXPERIENCE 4
23. T H A N K Y O U F O R A T T E N T I O N !