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@ 2013-06-20

2013戛纳广告节移动类金狮:苏格兰银行RBS手机取现
2013戛纳广告节移动类金狮:苏格兰银行RBS手机取现

GetCash offers NatWest and RBS customers an easy fix for lost or forgotten cards, a way to quickly send money to family or friends in need, or a choice of leaving their wallets at home in favour of their mobile phones. GetCash solves this in a totally secure and painless way for the first time anywhere in the UK. 

The number of NatWest and RBS customers that leave the house for work or a big night out, only to find they've left card or wallet or purse behind, is huge. It was also obvious from our market research that individuals preferred to take less items out in case something got lost, mislaid or stolen. But the one thing they will always remember is their smartphone. 

The fact that people are largely never without their phones posed a great opportunity for Natwest and RBS to display its 'helpful banking' ethos and to innovate a solution that countered the inconvenience of leaving a card at home, at your desk at the office, etc. 

We knew that understanding the consumer mind-set would be the difference between NatWest and RBS launching a good app versus one that customers would wonder how they ever lived without it. 

Our team gathered copious research and feedback into how the app could really add value. Profiling different demographic groups, GetCash was formed on the basis of three key findings: 

- peace of mind 

- fast, quick, cash access 

- the idea that customers could, in theory, leave the house with only keys and a phone. 

With GetCash, you choose the amount of cash you would like to withdraw on your mobile. You're then provided with a one-use only secure code that can be used at any 1 of over 8,000 RBS, NatWest or Tesco ATM's in the UK.

Since the launch on 13th June 2012 over 161,900 GetCash requests with a total value of £5.5 million have been processed. That's an average over 7000 requests a week. Our over 2 million users of the app log in over 26 times a month. 

GetCash has elevated NatWest and RBS's 'helpful' profile due to an overwhelming reception from customers - just look on Twitter, the app store and more; its still being talked about. It has driven ownership of the territory, incrementally increased our consideration, customer engagement and satisfaction score and other brand metrics.

大体意思是:创建了一个手机应用GetCash,可以在NatWest,RBS两家银行ATM机上直接取现,操作流程在第二张图。

标签:金融产品营销 玖熙广告 苏格兰皇家银行广告 移动营销 

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