Objectives:
Acquisition and spend campaign for the eChoice preloadable debit card
Mechanic:
Promoted exclusively on TV; customers call up, take out a preloadable eChoice debit card and spend $20 to qualify for the 2 for 1 Cinema card. This incentive product provides customers access to purchase 2 cinema tickets for the price of one, for 12 months.
Communication:
Promoted exclusively on TV - targeting a female centric audience of ‘stay at home’ mums.