the eftpos giveback campaign
DESCRIPTION
An inaugural Christmas 'give-back' campaign for eftpos, encouraging everyday shoppers to use eftpos for more of their Christmas shopping and to feel good about their purchases at Christmas.TRANSCRIPT
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The eftpos Giveback
Nov – Dec 2011
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THE OPPORTUNITY
• Launch an annual Christmas ‘give-back’ tradition for eftpos
• Empower Australians to donate to an Australian cause
• Make people feel good about pressing CHQ or SAV at Christmas – regardless of the charitable cause chosen each year
• Thereby, increasing volume of transactions
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THE INSIGHT
‘Giving’ at Christmas is an Australian thing to do. I like to help make donations to charitable causes at Christmas time.
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SUCCESS
• If the usage of eftpos increases by volume in traditional eftpos payment locations
• If brand likeability, awareness and identification with Australian values all increase
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THE BRUTALLY SIMPLE THINKING
CONSUMER INSIGHT BRAND INSIGHT
PROPOSITION
I like to make donations to charitable causes at Christmas time.
‘Giving’ at Christmas is an Australian thing to do.
eftpos now makes it easy for Australians to give to a good
Australian cause at Christmas by turning the act of pressing CHQ &
SAV into an act of giving.
Every Christmas, pressing CHQ + SAV now =
the joy of giving
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MESSAGING
Press for good. Press CHQ or SAV and eftpos will donate to The Salvos.
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CREATIVE Press
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Press
CREATIVE
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Press
CREATIVE
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Press
CREATIVE
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Citylights
CREATIVE
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Outdoor – Young & Jackson
CREATIVE
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Outdoor – Young & Jackson
CREATIVE
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Online- Web Tile
CREATIVE
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Online- Web Tile
CREATIVE
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Online- Web Tile
CREATIVE
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Online- Banners
CREATIVE
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Member Merchant Wobbler
CREATIVE
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The Salvos Stores Wobbler
CREATIVE
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In-branch DL Flyer
CREATIVE