Mobile (including Apps)

The Shortlist
CAMPAIGN
Visa The Chase
AGENCY
BBDO and Proximity China
CLIENT
Visa
BRAND
Credit Cards
DETAILS
 
Unlocking growth by using mobile to target the right consumer, at the right moment, in the right platform, coupled with the right offers.
 
By 2025, it is estimated there will be 220 million Chinese tourists traveling abroad (source: Goldman Sachs). Spending growth on VISA, however, was set to slow to only +4% in 2016 (significantly lagging behind its +37% growth in 2015) - due primarily to the dominance of Chinese-owned payment systems like China Union Pay & Alipay.
 
VISA reversed this downward trajectory by tapping into the power of mobile and location-based travel apps in influencing travellers’ spending behaviour in real time.
 
By deploying compelling mobile content which were delivered at crucial junctions along Chinese tourists’ travel journey, and seamlessly integrating these with unique merchant offers which travellers can use via the same mobile devices, the brand grew 8x FASTER in travel locations which were part of the campaign, and 4x FASTER overall than all the Chinese payment systems combined.
CAMPAIGN
OCBC Pay Anyone
AGENCY
Maxus Singapore
CLIENT
OCBC Singapore
BRAND
Financial Products & Services
DETAILS
OCBC, a challenger bank in Singapore, needed to stand out as an innovator in consumer banking.
Riding on the development of Voice Recognition and Artificial Intelligence, we set to break the barriers in one of the traditional utilities – payments, by delivering a voice activated peer-to-peer cross-bank transfer solution on Mobile, leveraging Iphone’s intelligent assistant Siri and iMessage.
 
Within two months, transactions jumped by over 200%. Now 60% of the bank’s customers do more than one transaction per month using Pay Anyone, with 25% doing at least one a week. Average transaction value increased by 300%. 21% of the total transactions are now above SG$100, and 10% are over SG$250. The service is especially popular among young professionals (2/3 of total users), a key audience for the bank. 
CAMPAIGN
Hyundai Dealer Stealer
AGENCY
Ansible
CLIENT
Hyundai
BRAND
Hyundai
RESULT

DETAILS
The Australian auto industry is threated by increased consumer digital empowerment. Using their smartphone as a tool for negotiation, many consumers only visit the dealership of the car they’re most interested in. Hyundai often wasn’t in the top consideration set, and with less dealership visits, needed to both get the Hyundai brand on the consumer’s radar as well as serve our competitive prices in context of the deals they were negotiating with competitors.
 
We digitally mapped Mazda, Toyota, and Hyundai dealers across Australia using hyper-targeted polygon mapping connected to the phone’s GPS. By collecting the individual’s unique and anonymous device ID, we could display hyper-targeted deals to consumers who were in-market for a Mazda or Toyota and push people away from these competitors into Hyundai dealerships. Mobile GPS tracking let us track the movement of users between dealerships, allowing us to measure the ad unit’s impact on converting a user across to Hyundai from a competitor dealer. Ultimately, we stole 11,000 people from our key competitors.
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