Campaign: Morgan Freeman Gives Voice to RomaniansBrand: BT PayClient: Banca Transilvania & VisaSubmitted by: MAINSTAGE THE AGENCY
Background/objectives:During the Easter peak in shopping for Romanians, we needed to convince BT & Visa customers to adopt BT Pay products and pay with their cards at retailers instead of cash payments. Objective was to grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the pre-campaign growth (ian-feb) in number of transactions and transacted value.
Strategy:Banca Transilvania and Visa Romania collaborated with Mr. Morgan Freeman and other local influencers from Romania, to benefit from the most famous Godlike voice in the world, in a creative and innovative manner. The objective of the campaign was to convince their Romanian clients to start trusting and using more the modern ways to pay for goods and services (BT Pay contactless devices) instead of the historical cash payments they were used to. The outstanding creative execution was rapidly growing the share of voice for the products of Banca Transilvania and Visa in TV, and digital and thus generated a historical growth for these products’ usage in both brands portfolio.
Results:Grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the precampaign growth in transacted value surpassed with 29 p.pAnd with 10%+ above the precampaign growth in number of transactions surpassed with 15 p.p