“If a child in its first 1000 days does not have adequate nutrition, the damage is irreversible. Their brains and bodies will be stunted.”
Every mother is a lioness fighting to ensure the bright future of a child…
…not only hers. Maternal instincts means empathy to other mothers struggle.
INSIGHT
newPayment Card &Junior Saving Account
every card payment rounded
up to full Euro
added sum transferred to mothers via World Food Programme
‘Lioness to Lioness’
more people joining higher the
interest rate on Junior Saving
Account
investment in a child
WIN
WIN
WIN
›cross-sale potential (to higher margin products)›new-to-bank customers›building brand awareness
›Junior Saving Account’s higher interest rate›fulfilled empathy
›attention generated in Poland›potential to expand ‘Zero Hunger’ initiatives in global GE brand›up to 300.000 €/ year donations
BPH BANK
CUSTOMERS/DONATORS
WORLD FOOD PROGRAMME
BENEFITSWIN – WIN – WIN
You are a lioness.You are a responsible mother.You will ensure your child’s bright future... and some others.
KEY MESSAGE
TONE OF VOICE
Provocatively calling for FAIR action.Inspiringly for joining the global mothers collective.Proudly for representing Polish hospitality and being a “Polish Mother”.
NOW› Existing database direct mailing & online banking platform› Social media viral (i.e. each mother can share how many children she fed this month)› Group buying viral mechanism (mothers urging mothers to join the product to increase the
interest rate)› Ambient and word of mouth communication
IN THE FUTURE› Potential to upgrade product to GE Capital global level using internal lobbying of GE
Women’s Network, GE Volunteers and Health Ahead initiatives
DELIVERABLES
KEY PERFORMANCE INDICATORS40.000 existing database10.000 New to Bank 300.000 € donations/year4 POS transactions /month on average
TIMELINEAug 14: concept approvalOct 14: system changes implementationNov 14: start of communication creationDec 14: round up mechanism testingJan 15: product launch + 3 month campaign launch in social media
BUDGET40.000 € for IT changes70.000 € for campaign
to design a new product’s brand manual
TASKS FOR AGENCY
INSPIRATIONS
to propose direct mailing and online product communication template
to build a member-gets-member platform for social media (Twitter & Facebook)
to visualize growing interest rate ‘clock’
to create communication strategy linking “Lioness for Lioness” and “Round up to ZERO. ZERO Hunger!”.