Background:
What is SimplyGo? Land Transport Authority (LTA) and TransitLink have partnered the various payment schemes to introduce contactless payments on trains and buses in Singapore.
With SimplyGo, you can use your contactless bank cards or Mastercard/Visa cards added to the mobile wallet immediately for fare payments. You will no longer have to make upfront top-ups or carry a separate travel card, and your train and bus fares will be processed and charged to your bank account or credit/debit card bill directly.
We are nominating our DBS SimplyGo Visa Campaign for the best Integrated Campaign Globally as this is an apt example of how multiple marketing channels such as above the line advertising (out of home – train stations, bus stop shelters, LED screens in shopping mall), social media and content, are used in order to promote a consistent message to a specific audience. Our main goal is to create awareness and convert viewers into customers.
With the public launch of SimplyGo for Visa Cards on 6 June 2019, all banks have gone out with SimplyGo campaigns (most typically with SimplyGo-specific campaigns with incentives) to grab market share.
However, we went against the norm and did not offer any additional incentives above what our existing cards value proposition (CVP) is. Our DBS Visa Cards are quite attractive in terms of their contactless proposition (SimplyGo txns are considered contactless txns), hence our advertisement copies are CVP-led.
Comms that went out for the DBS Visa SimplyGo Advertising Campaign from 6 June – 30 Sept 2019:
Out of Home (OOH)
Visa fully funded our OOH at Downtown, Bugis, Raffles Place and Buona Vista MRT stations, which ran from 6 June 2019 onwards.
We also have other OOH (both static and digital) adapting from the same creatives which went out from mid June onwards
Digital – Internal Assets
We leveraged on our internal assets with Homepage carousel banners, FB posts on The Burrow, EDMs (6 June / 18 June), internal EDM to DBS staff (10 June), Push Notes (11 June / 19 June) to communicate this to our base.
Over the 5 months of campaign period, we employed a 360 degree communication strategy that was above the line (OOH for awareness) and also digital and contextually targeted to customers.
Even though we did not have offer any SimplyGo incentives, and with the other banks going out with SimplyGo-specific incentive programmes, we garnered about 85k unique users on SimplyGo with their DBS Visa Cards within 5 months, as of 31 Oct 2019.
DBS has the leading market share of volume across Visa for SimplyGo!
SimplyGo
Market Ranking:
