Leumi Digital
Goals: “Bank Leumi” is the number 1 bank in Israel.
The campaign goal was to raise awareness about the bank’s digital services that are available anytime and anywhere. All mobile, laptop, Smart Phone and/or iPad actually function as a bank branch with full mobile banking abilities including account details and money transfer abilities.
Overview: The campaign was launched in the Tel Aviv white night event in which all stores, bars and restaurants are open all night long (1.7.10) in a unique urban game that combined social (facebook) , field and mobile marketing activities all together.
Using facebook, every 2 hours a new clue was released in the bank’s facebook page, the answer to each clue was a street junction in Tel Aviv were we hide a QR code in different formats and methods.
The users needed to get to the junction as fast as they can, scan OR MMS the QR code fill in the mobile form with their full name, confirm the T&C. The first user that finished the process won an iPad on the spot.
A Bank representative got to the spot in less than 5 minutes in order to give the prize to the winner.
Since the campaign was such a success in Tel Aviv, the bank decided to ran it in 3 more main cities, every 2 days the QR activity was operated in a different city.
All in all over 20 iPad’s were given as prizes.
.Target Market: 15-50
Technical capability: Full Development of the QR solution, management console for choosing the winners, MMS solution for people with our QR scanner.
Results: Huge facebook buzz, over 3000 QR codes were scanned and/or sent via MMS, the bank’s facebook page grow in more than 800% (friends wise) in 1 week.
