benefit fitness account

3 out of 5 Singapore workers GAINED WEIGHT since starting work

Singaporeans DO NOT EXERCISE ENOUGH to meet minimum guidelines

for good health

40%

HEALTH

Healthy Lifestyle

Recent Years

53,000 runners Standard Chartered Run 2014

109 Running Event 2015

Apps for fitness buffs

Fitness Tracker 19,000 Units Sold In 6 Months

Works with businesses all over the world to improve the health and performance of their employees.

Getting The World Move

Your movement are wasted energy. How can you be more motivated to stay active?

How can you even more?

Singapore’s First Fitness Account

Your Active Way To Bank

HOW IT WORKS?

$

BENEFIT Activity App

Fitness Tracker

Move (Avg 10,000 Steps a day)

Qualify for additional interest

(And Accumulate credits for steps in excess of 10,000 steps a day)


USP

Singapore’s First Fitness Centric Banking Account that focus on building your wealth and helps motivate you in maintaining your health.

An active way to do banking.


Save More Money

Motivated to keep fit

Enjoy greater privileges on health and fitness perks

BENEFITS


Strength

Opportunity

Weakness

Threats

- New in the market- Health and Fitness centric account package- High base interest than competitors- Easy to join without much transactional commitment- Targets active people- keeps customer motivated to move more to earn more.- more personal experience- Engaging and interactive bank account

- Revenue dependent heavily on customers’ spending and their willingness to put savings in- People who don’t exercise might not be interested- Higher minimum balance

- Growing fitness trend (gyms, bootcamps, run events)- Build strong community- To include handicap who exercises when possible- Recognition as the key fitness influencer in the bank industry- Win over higher deposits due to the higher interest give out rate.

- Competitive rival offering better perks

SWOT


LOW

HIGH

Initial Sum

Interest given for spending at least $500

Interest given for spending

>$2000

Base Interest

SalaryCredit &

Pay 3 Bills

Insure & Invest

Health & Fitness CentricAcount

Perks for Health & Fitness

Merchandise & Events

Clock foot steps for Interest

Extra Steps can be used to redeem insurance and credit card perks/

points

Weekly Challenge &

Monthly steps contest

$10K $30K $50K

UOB One

OCBC 360

BENEFIT

%%

%%

%

% % %>$50K

%1%

For min 3 mths

For min 3 mths

below 26 yrs old

High base interest with any

incremental account balance

BLUE OCEAN STRATEGY CANVAS

Frank


PRODUCT BREAKDOWN

Benefit Saves More For You When You Maintain An Active Lifestyle.

4 +=High Base

Interest Rate

Accumulated

Interest Rate

Get Motivated With

BENEFIT’s Activity

+Savings > $10,000

%p.a. 2

%p.a. 1

%p.a. 1

%p.a.

SAVINGS ACCOUNT

DEBIT CARD

NEON

Card Designs

To Choose FromCard Privileges

Special deals and offers from Major Sports Merchandise,

Health Products & Health Food

Contactless Payment

Secure MasterCard PayPass reader to pay for purchases under $100 and

below. Tap and go Nets FlashPay

ATM


PRODUCT BREAKDOWNCREDIT CARD

INSURANCE

Personal Accident Insurance Get 2% Cash Rebate + BENEFIT Credit Points for redemption

0.5% CASH REBATE

4% CASH REBATE

MORE REWARDS WITH BENEFIT ACTIVITY

• Any Purchase • No Minimum• Unlimited

At our extensive list of fitness and wellness partners when you spend more than a total

of $500, the combine amount of your BENEFIT cards.

More Rewards with BENEFIT ActivityYour extra steps for each month will be converted into points as credits. Enjoy the monthly featured

rewards and redeem them for free with your credits.


Demographics Occupation: PMETS

Age: Between the ages of 25 and 45 Income: Around 50K annually (mid to upper-mid class)

Psychographics Active

Health conscious Technology savvy

TARGET AUDIENCE


Message


Your Active Way To Bank DESIGN CONSIDERATIONS

TriangleStrong Foundation, Stability and Energetic

Neon ColoursPositive Mood Booster, Grabs Attention, Bright,

Energetic, Young, Trendy

Ripple PatternInspired by sin wave and energy

Your Active Way To Bank STRATEGYMain Business Model is Banking

People cares about the Facts & Figures when comes to banking

Emphasize Brand Name BENEFIT Avoid Misinterpretation for Sport brands /Gym

Art Direction visual should be balance and stable when comes to money and fitness.

Avoid athletic visuals. Make it look possible for normal people

Use colours to grab attention

Introduce both health and wealth. What and How?

Clean layout composition

Put message across using clients point of view

Deliver what and how through copywriting with the help of brand name BENEFIT.

Informative



BEFORE LAUNCH

WEBSITE

Your Active Way To BankSocial Media

Your Active Way To Bank BENEFIT ACTIVITY APP


PRODUCT OVERVIEWHOW? To publicise and raise awareness for the campaign, we will be running print ads in newspapers and magazines, digital ads on online magazines and newspapers and outdoor/ambient ads such as bus stops and trains.

WHY? These are the channels where Singaporeans come into contact with the most on a daily basis. There are also targeted advertising at active individuals. i.e Shape & Men’s Health

WHERE? The outdoor/ambient ads will be placed in Raffles Place, Cityhall, Jurong East, Harbourfront and Dhoby Ghaut where human traffic flow is high. (Interchange). Similar ads will be placed in heartland areas at later part of the year to coincide with roadshows at those areas (see timeline). Ads on the trains will be placed on the in-train windows/panels and platform screen doors.

WHEN? Campaign will span over 2 years, with much focus on information sharing, introducing and building awareness in the first year followed by a big charity run event in the second year.

Your Active Way To Bank ONLINE BANNER

Your Active Way To Bank EDM

Your Active Way To Bank Newspaper

Your Active Way To Bank MAGAZINES

Your Active Way To Bank BUS-STOP

Your Active Way To Bank MRT Escalator Ambient

Your Active Way To Bank MRT Platform Screen Doors

Your Active Way To Bank MRT In-Train Panel & Window Stickers

Your Active Way To Bank MRT Escalator Crown & Wall

Your Active Way To Bank Shopping Centre & Bank

Your Active Way To Bank PR ROADSHOW

• Tap on Digital Influencers and Fitness Bloggers to help spread the word and raise awareness about BENEFIT

• Fitness Bloggers / Ambassadors : Fay Hokulani, Cheryl Tay, Georgina Poh, Angeline Tan, Shawn Lim

• MC: Allan Wu

• Media outlets: Men’s Health, Shape, Straits Times Mind Your Body

Your Active Way To Bank PR ROADSHOW

• Public will be encouraged to download the BENEFIT Activity APP to participate in the Lucky Draw Dip during the event.

• BENEFIT Steps Challenge with Cash Prizes to be won will be conducted on the spot.

• Meet Fitness Bloggers and team up with them to join the weekly team step challenge for the week. Results is live on BENEFIT Activity APP and winners will be rewarded with Cash Prizes.

• Those who sign up on the spot will get a Fitbit/ Jawbone fitness tracker for free. For those who prefer to sign up later at a branch or via online, they will get FREE pedometers or be given the option to purchase Fitbit or Jawbone tracker at a 25% discount.

• BENEFIT freebies will be given out as consolation prize.

PR ROADSHOW

Your Active Way To Bank WELCOME KIT

Your Active Way To Bank BROCHURE

Corporate Identity

Your Active Way To Bank UNIFORM / FREEBIES

Your Active Way To Bank GUERILLA MARKETING

Your Active Way To Bank Collaboration & Sponsor

• Collaborate with gyms on bootcamps and sponsor goodie bags, refreshments

• Sponsor running events i.e. Sundown Marathon (targeted active audience) to bring awareness to BENEFIT program

Your Active Way To Bank Timeline

Outreach:

2 Pop-Up Roadshow / month(Heartland Malls)

Qty: 12

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Traditional:

Straits TimesBus-StopsMRT(Raffles Place, City Hall, Jurong East, Dobhy Ghaut, HabourFront)

Magazines

Shopping Centre

Traditional:

Straits TimesBus-Stops

MRT(Outram Park, Tampines,

AMK, Paya Lebar)

Digital:

Leader Board Banner (Straits Times, Business Times, AsiaOne)WebsiteSocial Media (Facebook, Instagram, Twitter)Online Articles of PR Events, Fitness Bloggers

Outreach:

PR Roadshow (Raffles Place, JEM, Kallang Wave, ECP)

Outreach:

Pop-Up Roadshow (Raffles Place, JEM, Kallang Wave,

ECP, Raffles City, Plaza Sing, VivoCity)Qty: 12

Collaboration and Sponsor:

Gym, Studios for ClassesOnce a month, invitation basis.

Outreach:

PR Roadshow (Tampines Mall)

Guerilla Marketing

(Parks)Guerilla Marketing

(Supermarkets)

2016

Your Active Way To Bank Timeline

Outreach:

2 Pop-Up Roadshow / month(Heartland Malls)

Qty: 12

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Traditional:

Straits TimesBus-StopsMRT(Raffles Place, City Hall, Jurong East, Dobhy Ghaut, HabourFront)

Traditional:

Straits TimesBus-Stops

MRT(Raffles Place, City Hall,

Jurong East, Dobhy Ghaut, HabourFront)

BENEFIT Charity Run

Magazines

Shopping Centre

Digital:

Leader Board Banner (Straits Times, Business Times, AsiaOne)WebsiteSocial Media (Facebook, Instagram, Twitter)Online Articles of PR Events, Fitness Bloggers

Outreach:

Pop-Up Roadshow (Raffles Place, JEM, Kallang Wave,

ECP, Raffles City, Plaza Sing, VivoCity)Qty: 12

Start Promoting BENEFIT Charity Run Event

2017


THANK YOU

Media Ac)vity Year 2016 Year 2017

MRT 4,000,000.00 3,000,000.00

Bus-‐Stop 600,000.00 600,000.00

PR Events 500,000.00 NIL

Pop-‐Up Roadshow 250,000.00 250,000.00

Newspaper 825,000.00 550,000.00

Magazine 72,000.00 72,000.00

Shopping Centre Ads 500,000.00 500,000.00

Digital AdverLsing 312,000.00 312,000.00

Social media 60,000.00 60,000.00

PromoLon GiQ 150,000.00 150,000.00

Guerilla MarkeLng 160,000.00 NIL

CollaboraLon/Sponsor 70,000.00 500,000.00

Total 7,499,000.00 5,994,000.00

TOTAL FOR 2-YEAR CAMPAIGN = $13.5M

BUDGET

Your Active Way To Bank ROI

CBS Credit Cards Statistics 2013 622,000 New Credit Card sign-up

Target 10% = 62,000 credit card sign-up

50 Running Events in 2012 Participation 400,000

109 Running Events in 2015 Projected Participation 800,000

Target 10% (Assuming repeated participation) = 80,000 savings account sign-up

Your Active Way To Bank ROI

The success of this advertisement campaign can be measured by several methods.

(i) Meeting the targets as mentioned above (ii) Level of engagement (likes, shares, comments) on individual posts (iii) No. of likes vs. No. of likes on Frank (46K likes) (iv) No. of BENEFIT Activity APP download (v) No. of average steps clocked per individual on a monthly basis (vi) No. of sign up – online, event