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冲动储蓄
案例简介：描述促销如何从概念发展到实施: 冲动储蓄于 2011年2月底推出，因此尚未获得衡量品牌、商业或行为的结果。然而，迄今为止，Impulse Saver 产品已经超过了西太平洋银行的 259%，超过三分之一的西太平洋银行用户正在下载该应用。超过 400,000 美元的免费媒体报道已经产生，并随着所有主要新闻频道 (黄金时段电视新闻和时事, 领先的国家和地方广播和报纸)。“这种鼓励新西兰人储蓄的新产品将比传统的付费广告更能提高我们的品牌声誉。”-乔治 · 弗雷兹，西太平洋新西兰有限公司首席执行官。 解释为什么促销方法与产品或服务最相关: 新西兰有一个问题。我们花得太多，存得太少。政府、媒体甚至国际信用评级机构都在谈论这个问题。我们参与了新西兰最大的一次对话。并提供了解决方案。如果我们能像花钱一样冲动地存钱呢？想象一个红色按钮，每次你按下它，你就会保存。现在想象一下你口袋里的那个按钮。西太平洋银行的冲动储蓄 iPhone 应用程序是世界上第一个来自银行的冲动储蓄产品。这个想法创造了一个巨大的媒体对话，将西太平洋银行定位为实际上正在做一些事情来帮助客户更好地利用他们的钱的银行。“这种鼓励新西兰人储蓄的新产品将比传统的付费广告更能提高我们的品牌声誉。”-西太平洋银行首席执行官乔治 · 弗雷兹斯。西太平洋银行脉冲保护程序。帮助新西兰人像花钱一样冲动地储蓄。 描述客户和消费者的成功促销，包括一些可量化的结果: 2011年2月，我们委托研究了新西兰人的冲动消费习惯。我们发现，每天有 4.2 新西兰人在冲动购买饮料和巧克力棒等方面花费 16.1 美元。新西兰领先的黄金时段时事节目《特写》给人留下了深刻的印象，他们决定用 16.1 美元的现金作为后台拍摄他们的节目。这个公关特技是这场活动的矛头; 应用商店上推出的应用程序。•周末报纸上连续的一页新闻广告。•新西兰 200 强的 adshel 运动。•在真正的 “冲动购买” 区域做广告 -- 新西兰标志性购物中心的大门，购物中心内有数字眼线。•在线横幅，包括主页收购。•鼓励分支机构对话的分支机构内活动
冲动储蓄
案例简介：Describe how the promotion developed from concept to implementation: Impulse Saver was launched late February 2011, and therefore measured brand, business or behavioural results are not yet available. However to date the Impulse Saver product has exceeded Westpac’s uptake target by 259%, with over a third of all Westpac Customers with iPhones downloading the app. In excess of $400,000 worth of free media coverage has been generated and continues to grow with coverage from all the major news channels (Primetime TV news and current affairs, leading national and local radio and newspapers). "This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - George Frazis, CEO, Westpac New Zealand Limited. Explain why the method of promotion was most relevant to the product or service: New Zealand has a problem. We spend too much and save too little. The Government, media and even international credit rating agencies are talking about it. We tapped into one of the biggest conversations in New Zealand. And provided a solution. What if we could save as impulsively as we spend? Imagine a red button, and every time you press it you save. Now imagine that button in your pocket. Westpac’s Impulse Saver iPhone App is the world’s first impulse saving product from a bank. The idea created an enormous media conversation, positioning Westpac as the bank that was actually doing something to help their customers make better use of their money. "This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - Westpac CEO George Frazis. Westpac Impulse Saver. Helping New Zealanders save as impulsively as they spend. Describe the success of the promotion with both client and consumer including some quantifiable results: In February 2011, we commissioned research into New Zealanders’ impulse spending habits. We found that each day, 4.2M Kiwis spend $16.1M on impulsive purchases like drinks and chocolate bars. Close Up, NZ’s leading prime time current affairs show, were so impressed that they decided to film their show with $16.1M cash as their back-drop. This PR stunt spear-headed the campaign followed by; • The app being launched on the app store. • Consecutive page press ads in weekend newspapers. • A 200 strong adshel campaign across NZ. • Advertising in true ‘impulse purchasing’ areas – the doors of iconic NZ shopping malls, with digital eyelites within the malls. • Online banners, including home page takeovers. • In-branch activity to encourage conversation at branch
Impulse Saver
案例简介：描述促销如何从概念发展到实施: 冲动储蓄于 2011年2月底推出，因此尚未获得衡量品牌、商业或行为的结果。然而，迄今为止，Impulse Saver 产品已经超过了西太平洋银行的 259%，超过三分之一的西太平洋银行用户正在下载该应用。超过 400,000 美元的免费媒体报道已经产生，并随着所有主要新闻频道 (黄金时段电视新闻和时事, 领先的国家和地方广播和报纸)。“这种鼓励新西兰人储蓄的新产品将比传统的付费广告更能提高我们的品牌声誉。”-乔治 · 弗雷兹，西太平洋新西兰有限公司首席执行官。 解释为什么促销方法与产品或服务最相关: 新西兰有一个问题。我们花得太多，存得太少。政府、媒体甚至国际信用评级机构都在谈论这个问题。我们参与了新西兰最大的一次对话。并提供了解决方案。如果我们能像花钱一样冲动地存钱呢？想象一个红色按钮，每次你按下它，你就会保存。现在想象一下你口袋里的那个按钮。西太平洋银行的冲动储蓄 iPhone 应用程序是世界上第一个来自银行的冲动储蓄产品。这个想法创造了一个巨大的媒体对话，将西太平洋银行定位为实际上正在做一些事情来帮助客户更好地利用他们的钱的银行。“这种鼓励新西兰人储蓄的新产品将比传统的付费广告更能提高我们的品牌声誉。”-西太平洋银行首席执行官乔治 · 弗雷兹斯。西太平洋银行脉冲保护程序。帮助新西兰人像花钱一样冲动地储蓄。 描述客户和消费者的成功促销，包括一些可量化的结果: 2011年2月，我们委托研究了新西兰人的冲动消费习惯。我们发现，每天有 4.2 新西兰人在冲动购买饮料和巧克力棒等方面花费 16.1 美元。新西兰领先的黄金时段时事节目《特写》给人留下了深刻的印象，他们决定用 16.1 美元的现金作为后台拍摄他们的节目。这个公关特技是这场活动的矛头; 应用商店上推出的应用程序。•周末报纸上连续的一页新闻广告。•新西兰 200 强的 adshel 运动。•在真正的 “冲动购买” 区域做广告 -- 新西兰标志性购物中心的大门，购物中心内有数字眼线。•在线横幅，包括主页收购。•鼓励分支机构对话的分支机构内活动
Impulse Saver
案例简介：Describe how the promotion developed from concept to implementation: Impulse Saver was launched late February 2011, and therefore measured brand, business or behavioural results are not yet available. However to date the Impulse Saver product has exceeded Westpac’s uptake target by 259%, with over a third of all Westpac Customers with iPhones downloading the app. In excess of $400,000 worth of free media coverage has been generated and continues to grow with coverage from all the major news channels (Primetime TV news and current affairs, leading national and local radio and newspapers). "This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - George Frazis, CEO, Westpac New Zealand Limited. Explain why the method of promotion was most relevant to the product or service: New Zealand has a problem. We spend too much and save too little. The Government, media and even international credit rating agencies are talking about it. We tapped into one of the biggest conversations in New Zealand. And provided a solution. What if we could save as impulsively as we spend? Imagine a red button, and every time you press it you save. Now imagine that button in your pocket. Westpac’s Impulse Saver iPhone App is the world’s first impulse saving product from a bank. The idea created an enormous media conversation, positioning Westpac as the bank that was actually doing something to help their customers make better use of their money. "This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - Westpac CEO George Frazis. Westpac Impulse Saver. Helping New Zealanders save as impulsively as they spend. Describe the success of the promotion with both client and consumer including some quantifiable results: In February 2011, we commissioned research into New Zealanders’ impulse spending habits. We found that each day, 4.2M Kiwis spend $16.1M on impulsive purchases like drinks and chocolate bars. Close Up, NZ’s leading prime time current affairs show, were so impressed that they decided to film their show with $16.1M cash as their back-drop. This PR stunt spear-headed the campaign followed by; • The app being launched on the app store. • Consecutive page press ads in weekend newspapers. • A 200 strong adshel campaign across NZ. • Advertising in true ‘impulse purchasing’ areas – the doors of iconic NZ shopping malls, with digital eyelites within the malls. • Online banners, including home page takeovers. • In-branch activity to encourage conversation at branch
冲动储蓄
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Impulse Saver
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