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 SimplyGo X DBS Lifestyle App Campaign for the best Gamification Campaign globally as this is an apt example of how we use gamification and incentives to engage our existing customers to use their card for a new category of spend. Our main goal is to introduce a new category of spend (ie SimplyGo/ transit) potential to our existing card customers.
Only selected customers are targeted (through personalised EDMs/ Push Notes / Custom audience social media posts) and will be able to view this campaign on DBS Lifestyle App (this is controlled by their unique identification number).
Strategy
SimplyGo has gone live since 4 April for Mastercard and 6 June for Visa. Since launch, we have been engaging our customers digitally and contextually to drive awareness on SimplyGo and we ride on to the respective product’s proposition to encourage them to onboard SimplyGo. Now, we are giving a little extra push to those who are still resistant to change.
We have a business target (in terms of unique SimplyGo users on DBS/POSB Cards). However we did not wish to incentivise customers more than we needed to. We also did not wish to incentivise customers who were already on SimplyGo, or customers who would naturally take up SimplyGo.
Hence we have identified 400,000 existing DBS/POSB customers to participate in our targeted campaign. These are customers who have a valid DBS/POSB Card but have not used any of their cards for SimplyGo. These are also customers who have been identified by our analytics team as having a high propensity for transit and make high cash withdrawals at our ATMs near train stations and/or bus interchanges.
We have designed the BTL campaign journey to include registrations, tracking of SimplyGo spend, gamification (with incentives), and at the same time, drive DBS Lifestyle App downloads. Campaign will run from 1 Oct 2019 – 31 Dec 2019 (and extended till 31 March 2020).
Implementation
Communication plans – As this campaign is only open to a small base of customers, we could only go BTL and targeted comms:
DBS website (hidden link – only accessible to those who obtain the link through our public channels): https://www.dbs.com.sg/personal/cards/promotions/sg-simplygopromo.page?cid=sg:en:cbg:dbs:mob:own:eng:txt:simplygo:cards:na:sg-simplygopromo
Refer to images "DBS SimplyGo" 1 to 4 for UI examples.
Push note to their digibank app
Exclusively for you - Redeem up to 30 free bus/train rides when you register for the DBS SimplyGo Promo and start using your card on your daily commute!
Google discovery ads custom audience
Headlines (40 Characters)
Sure-win rides with DBS & POSB (30/30)
Win up to 30 free rides! (30/30)
Descriptions (90 Characters)
Only for you! Register & meet a min. of S$30 on SimplyGo to redeem free rides! T&Cs apply. (89/90)
Exclusively for you! Register & meet S$30 spend on SimplyGo to get free rides. T&Cs apply. (89/90)
Facebook carousel banner custom audience
IG story custom audience
https://fb.me/1In73bYTtEsOizo (refer to video link)
Only selected customers will be able to view and register for the campaign.
If customer does not have DBS Lifestyle App yet, customer can also register via pweb (using their iBanking User ID and PIN to authenticate).
Refer to image "DBS SimplyGo" 5 and 6 for customer journey and authentication UI.
Over 3 months (as of 31 Dec 2019), we garnered 5,930 registrations (1.5%). Out of which, about 30% were new to DBS Lifestyle App (we also contributed to new Lifestyle App downloads). Results are under ‘Additional Information’.
