AKBANK; WIN-AT-CHANCE IN BP

Brand: Akbank
Product: SMS and Banking
Company: Pharos Consulting
Partners: Valensas   

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Differentiating standard conventional merchant-based marketing efforts of Turkish retail banks, especially on consumer campaigns
• Supporting Axess penetration in BP merchant network through mobile platform
• Creating a fun to participate campaign idea in which a chance factor is embedded conceptually

Solutions:

• Axess card-holders’ gas transactions in BP during the campaigns are to be rewarded by CHIP-MONEY (bonus points) from minimum 4% to maximum 10% cash-back
• Axess card holders are asked to send their last 6 digits of their card numbers, Name and YTL amount of their transaction by an SMS message following to BP purchases
• The system automatically issues a cash back ratio from 4% to 10% instantly to be also text-messaged to Axess cardholder
• At the end of the campaign, Axess card transactions and mobile campaign data are matched for validity check and related CHIP-MONEY points are added to participants’ bonus pool afterwards.

Results:

• A semi-instant win mechanism was perfectly applied for the related merchant and similar implementations become available for other Axess merchant network members
• During the campaign, a remarkable daily participation is reached; the campaign reached a wide spectrum of BP customers holding Axess cards
• More than 250.000 transactions rewarded from 4% to 10% cash-backs.