the eftpos giveback campaign

The eftpos Giveback

Nov – Dec 2011

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

THE INSIGHT

‘Giving’ at Christmas is an Australian thing to do. I like to help make donations to charitable causes at Christmas time.

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

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

MESSAGING

Press for good. Press CHQ or SAV and eftpos will donate to The Salvos.

CREATIVE Press

Press

CREATIVE

Press

CREATIVE

Press

CREATIVE

Citylights

CREATIVE

Outdoor – Young & Jackson

CREATIVE

Outdoor – Young & Jackson

CREATIVE

Online- Web Tile

CREATIVE

Online- Web Tile

CREATIVE

Online- Web Tile

CREATIVE

Online- Banners

CREATIVE

Member Merchant Wobbler

CREATIVE

The Salvos Stores Wobbler

CREATIVE

In-branch DL Flyer

CREATIVE