First Trade Union Bank operates under the brand promise of offering customers best-of-breed, technology-based banking conveniences. When it came time for a mobile strategy, the bank stayed ahead of the curve by forging a partnership to develop the FT Pay proprietary payment app far ahead of its competition.
To support this strategic play, we promoted FT Pay as part of an overall “untethered banking” experience, affording on-the-go customers the flexibility and convenience of banking any time, any where. As the payment component of an integrated mobile experience, FT Pay underscored First Trade’s technology-driven strategy to give customers “more ways to bank,” which we positioned as the core theme of the integrated marketing campaign.
The effort encompassed a unique customer acquisition strategy: Prospects were enticed to download the FT Pay app and use it to make incentive-based purchases, from which they would accrue a “vault” of points-based money. Those points could then be converted into real money when they opened an account with First Trade—a strategy that immersed them in the “More Ways to Bank” mobile experience before asking them to switch banks.
Youthful imagery, non-traditional tonality, and headlines like “Wave Your Phone” and “Pay Your Tab” helped both explain the app and illustrate how it met an untapped need. The message was delivered to the target audience of mobile commuters through transit, motion-graphic platform displays, outdoor furniture, and billboards.
We wanted to promote FT Pay where users were most likely to respond to the call to action and download the app directly to their device and where we could ensure an actionable and measurable response mechanism. We ran ads on Pandora streaming radio, using its psycho/geo-targeting capabilities to deliver the message to the right audience.
We supplemented the Pandora media buy with motion graphics videos for FT Pay on Hulu, tapping into digital natives’ love for video. Hulu delivered yet another highly geo/demo targeted streaming media source while also providing entrée to the desktop, where users are more apt to initiate transactions like opening a bank account, according to research.