Client: Old Mutual Finance
Objective: Embracing digital to reach and engage Money Account holders, and drive usage on the account.
Solution Mechanism: interactive and gamified, mobile experience & integrated campaign.
Method: Discovery, UX planning, prototyping, UX design, development.
Results: 53 000+ plays, 12 000 unique users, a marked increase in low-usage user activity on the account, over 5 000 airtime winners, 1 grand-prize winner and a change in how people think about spending and investing.
We wanted to assist Old Mutual Finance in helping their customers think about spending and investing differently…
Old Mutual is a highly respected financial institution, getting South Africans to think differently about spending, saving and investing. It operates within the South African insurance, investment and banking space, which is well-known for being a traditional and conservative sector. However, there’s a driven and dedicated division within the brand that is striving for innovation and adopting new technologies. This division needed a campaign which aimed to embrace the full potential of digital. The goal was to highlight how beautiful design and a fun, gamified experience could solve a business problem in an innovative way.
Old Mutual’s Money Account
The Old Mutual Money Account offers South Africans the chance to invest a percentage of their spend in a unit trust savings account every time they SWIPE — helping to address the significant challenges that many South Africans face in terms of saving, investing and becoming financially stable. It has the potential to change lives, but is marketed by a brand that isn’t synonymous with innovative banking products, and therefore faces challenges in adoption and usage.
Once we’d established that we wanted to work together, we could start to look at the challenge and how to address it…
While many people have a Money Account, a large part of the target market had difficulty accessing information and understanding how to use the product. This problem would require an innovative and user-focused campaign that would educate, delight (KANO) and inform, helping South Africans to SWIPE, SAVE and INVEST — no easy feat.
Then it was time to get to know our audience and to think about how we could add value to their lives, in conjunction with this highly respected brand…
Through independent consumer research and data collected over time, we learned that these users were most likely to engage with a mobile campaign, and valued instant rewards, such as airtime and cash prizes. They were open to improving their financial situation, but were not particularly tech-savvy and needed visual, contextual and structural cues to assist them in navigating it.
On many levels, we could relate to our audience which spans the majority of the South African market…
Meet Patrick, Sharon and Nomonde
Then it was time to think of a solution that would specifically speak to our consumer in an interactive and engaging way…
Through a series of workshops that included stakeholders from a variety of disciplines (client, creative, development, strategy), we began to collate this information and develop a campaign that would speak to this demographic and improve usage, understanding and brand sentiment.
So the Should I Buy That? campaign was born on MOBILE
The summarised brief: Build a customer engagement tool that is entertaining, useful and intrinsically tied to the product that users can easily interact with.
The campaign: An interactive mobile game, which helps users decide whether or not they should make a purchase, tied in with a supporting marketing campaign, a post-campaign strategy and data analysis throughout.
How it Worked
- Users follow an SMS, email or media prompt to register for the Should I Buy That? game on their phones.
- They are incentivised with the chance to win airtime and a GRAND PRIZE of double their monthly salary for using their Money Account.
- The game takes them through a series of questions with fun animations that don’t use a lot of data (SVGs)
- They get a final answer about whether it’s time to make that purchase or move on, however, they are encouraged to use their own discretion and to think about their choices.
- Along the way, they engage with fun and interactive elements that make the process fun and start offering more information on how to think about their finances, as well as how to use their money account.
- At the end of the game, they are rewarded with affirmation or information on how to improve their financial position. They also potentially win instant rewards in the form of airtime.
- Account holders who used their account, stood the chance to double their monthly salary— a good incentive which motivated users to make responsible buying decisions.
Within the first hour of launching the campaign, there were thousands of users interacting with the game and learning how to use their Money Accounts.
So, What’s the Big Deal?
Execution through INNOVATION
- This was the first application of its kind used by Old Mutual to promote a product, showing the adoption of new technology to improve an experience.
- We were able to increase the technical abilities of our users through the use of technology and design, byincorporating help tools and visual guidelines to encourage users who were not particularly tech-savvy.
- We pushed the boundaries of UX planning to incorporate various facets of strategy, testing and logistics, far beyond the standard process. This meant taking the time to really understand and test with our users, and came to know them as though they were friends.
We took a risk that paid off using a niche, fullstack development tool. We decided to build the application in Meteor. This is a full-stack technology, considered a niche tool in the South African development space. We are privileged enough to have a number of developers who could upskill to use this tool, as we believed it was a good fit for the task. As a result, we had a user-focused experience across devices, with an emphasis on mobile.
Integrating various forms of media to execute the campaign.
- Social media
- Mobile application
- Email and SMS marketing
- Airtime API
- We created a fully interactive prototype to allow users to test a mimic of the application before it was even built — offering them the opportunity to experience it as they would live.
- We promoted responsible buying behaviour through the use of this mechanism, which could affect behavioural change in the long term. It’s a well-known fact that our society is gravely indebted and we began to make an impact on mitigating this in the long term.
- We incorporated elements of gamification to innovatively address behaviours.
- After validating the assumption that gamifying the application would be the best way to engage and delight our client’s clients, we began to incorporate a number of fun and enticing elements that would motivate users to interact with our application, helping them learn and potentially improving their financial circumstances, simultaneously. These included:
Leaderboards, buttons, real-time rewards, delightful animations, points, a progress bar and a congratulatory results screen.
Did our campaign have a positive impact for both Old Mutual and the consumers it was made for?
Every KPI was exceeded, including registrations, unique game plays and repeat gameplays.
Over 53 000 plays
Over 12 000 unique users
A marked increase in low-usage activity on the account.
Over 5000 airtime winners
1 GRAND PRIZE Double Your Money WINNER
But most importantly, people started to think about their money differently…
How did our users benefit?
- Airtime incentives as real-time rewards. Over 5800 airtime vouchers were awarded to players, across networks, who have already indicated that they value this prize highly and cannot always afford to purchase it for themselves. The instant nature of this reward made it extremely effective and incentivised users to engage repeatedly.
- Greater financial education and a change in thinking. The SIBT campaign was designed to help users make educated decisions and inform them about the account that would help them invest. The increase in activity and the number of game-plays suggests that this goal was achieved.
- Grand cash prize. The overall campaign winner won a large sum of money.
Making a Positive Impact — Meet the GRAND PRIZE WINNER, Morné
Ultimately, the game got low-usage users to use more, and the primary target market to maintain their usage and keep investing!
How did our client benefit?
- Greater brand exposure. The campaign’s extensive reach helped make the Old Mutual and Money Account brands more familiar to the general public with thousands of impressions and repeat plays.
- Insight into usage behaviours. One of the key learnings from this campaign was how low-usage users interacted more freely, while dormant users did not. It also appeared to be an effective tool towards keeping high-usage account holders maintaining their activity.
- Increase into Money Account usage. Through incentivised learning, there was an increase in money account usage, particularly with users identified as low-usage account holders.
We learned that using gamified elements, technology and visual cues is a great way to engage an audience and really make a positive impact in behaviour and understanding…
The truth is, the financial sector in South Africa needs an overhaul in general, and we believe that campaigns like this are the first step in creating accessibility, delight and involvement. Through innovation and careful planning, technology can open doors for a number of people who may not have the resources or understanding to invest or actively seek out financial information. We were proud to be part of a movement towards this, and hope to see more projects that promote accessibility in future.
Get in touch
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