javier borderias - banking on innovation: the bbva game
DESCRIPTION
BBVA is changing the way consumers bank and driving online banking adoption in unprecedented ways. Join its creators for a dive into the design lessons learned at one of the world's largest banks.TRANSCRIPT
BBVA game
Javier Borderías Maroto
BBVA Innovation & New Technologies Manager
Twitter: @jborderias
Kitinx at #BBVAGame
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The beginning
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crisisThe context
scam
rebound
budget squeeze
financial aidephishing
unemployment
banking choices by customerdownsize per
capita incomemultichannel
financial crisis
turmoil
loyalty
platformliquidity
downturn
www.digital
GAMIFICATION
consumption
securityweb reward
mobile
analyticsidentity
theft
risk aversion
…
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The constraintsWould you ever play with your bank?
BBVA & Game: The constraints
• Money is a serious stuff
• Banks deal with money
• BBVA is a Bank
• Playing with BBVA?
… (1) the use of game design techniques, game thinking and game mechanics to enhance non-game contexts.
Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
Advantage
• Really?
• … and more
• ... and much more
• Why not?
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Biz rqmts
Increase active online users
Retain actual online users
Enrich the profile of your customers
Cross/ Up Selling
Expanding marketing activities (emailing + mgm)
Incentives and promotional actions (Integrating music +
other incentives)
BBVA challenges
Banking product and services: Checking account, credit cards, CDs,
loans, mortgages, …
Online banking transactions: transfer on line, electronic billing,
download account information, setting up alert service, …
Educating our customers: Videos and quiz as a biz tool
Qualifying our database: Enrich the profile of your customers, e.g.,
email, cell, …Marketing actions as one of the
challenges: member get member to create community and manage
marketing budget more efficiently
Unexpected challenges: Let us connect monthly campaigns at
BBVA Spain with our game platform.
The challenge
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BBVA Game
Product and services
Online transactions
Financial Education
Complete your profile
Invite Friends
Unexpected challenges
LigaBBVA Football Tickets
NBA trips
Tablets & Smartphones
Music downloads
Movie Views
BBVA game challenges BBVA game rewards
AuctionsPayments and ATM use
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BBVA Game in figures
110,000
BBVA Game players (yesterday)
0€ Invested in Paid Media
+50%Different towns, cities and villages
x16 video views on product and web functionalities
x5 improvement in customer data qualification
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Lessons learned
The power of video as an educational resource…
Banking’ and ‘Viral’ fit in the same sentence.
Make it social from the very beginning …
Points, Badges and Leader boards works, but…
Sweepstakes work… if you make it easy to understand.
Stick to your customers.
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BBVA Game …
After 9 months
• It is still a gamification baby.
• With 110,000 active users
• It is not a real game.
• It is really focused on our BBVA web users.
• It is growing towards a multichannel strategy
• It is becoming a loyalty platform.
… was born as an attempt to take advantage of game mechanics to enhance the use of our transactional web.
… and will be what our customers want it to be
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What our customers say
I think it’s a very smart way of showing the potential of bbva.es Hi, I’ m “tittopulo” and I
have spoken about BBVAGame to my
family&friends. It’s great and funny.
It’s a really engaging system. Even more if we take into account this difficult days we
are living
I love itIt’s quite a good way of rewarding customers.
Thanks a lot
It took me some time to beleive it! There are some
friends of mine that still don’t beleive it
FANTASTIC! Very quick communication. Totally
transparent sweepstakes system. I just can say good
things about it.
Very good proposal. It allows me to be informed all the time and learn many
things about the online banking. Really easy to use.
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Thank you.Javier Borderías Maroto
BBVA Innovation & New Technologies Manager
Twitter: @jborderias
Kitinx at #BBVAGame