Westpac

Client: Westpac

Project: S-Pac mobile marketing

Solution: RedDirect

Campaign length: 55 days


The Objectives:

• To target first year tertiary students with Westpac's banking services for students

• To run a campaign aimed at the tertiary student market, to drive uptake of StudentPac brochures and application forms.

• Westpac wished to build a link between the branch and the student

• To develop the SMS channel as a means to engage students on campus and beyond

The Results:

• Results of the campaign exceeded the expectations of Westpac

• Westpac successfully developed an avenue of communication that provided a link between the students, the bank and the branch

• SMS was proven as an innovative and effective medium to reach this market segment

The Strategy:

The S-Pac campaign rested on the concept of immediacy and a "no strings" communication
with tertiary students. Initial registration was promoted through media on and off-campus . To request a Student Pac application form students were asked to text 'S-Pac'. Westpac responded with an automated reply asking for the student's full name and postal address. Run The Red's campaign engine formatted the details and the student received an SMS either
confirming their 'S-Pac' would be despatched, or requesting further details.

Run The Red's 'S-Pac' solution provided Westpac with the ability to monitor messages as they were received. The Red-Lite platform also provided status information and the capacity for the client to send single and bulk messages. Such interactive management of the registered user base provided up-to-the-minute analysis of the campaign's progress.

A key requirement of 'S-Pac' was that the campaign had to be wholly service-oriented, with cost to the user and no obligatory database registration for future communications. The personal nature of the mobile medium meant maintaining simplicity of service was integral to its success.

Communications mediums:

• Print

• Radio

• On-line Student Portals

• On campus activities