Customer engagement campaign of Novocortex
helped Rabobank to sell 1.000 PinBoxes
Novocortex managed the market introduction campaign of Rabo PinBox. Rabo PinBox is a payment terminal that can be rented from Rabobank for a fixed monthly fee that includes installation, transaction and service costs. Quite handy for small businesses that want to accept bank cards, but don't want to spend 600-900 euros to buy the terminal and don't have time to install and connect it to the bank.
The main campaign challenge: how to convince one of the most difficult target audiences - owners of small local businesses (fashion shops, convenience stores, hairdressers, groceries etc)? They are hard to reach and don't believe glossy brochures and polished stories. So, we decided to use true stories told by real people, and asked clients of the bank to promote the product.
First of all, we encouraged the sales force of local Rabobanks to ask their clients why they rented a Rabo PinBox. The best client stories were rewarded - winners didn't have to pay the Rabo PinBox rental fee in the first year. Then, we put unpolished stories and not-Photoshopped photos online and mailed a link to local shop owners who didn't have a card terminal yet. We placed big boxes with pictures of real people at local bank offices, where shop owners deposited cash at the end of the day. We provided local bank offices with ad templates for local newspapers saying: "Rabobank is proud to announce that Store X accepts bank cards". So that local Rabobanks could use real pictures of local shop owners in their newspaper ads for Rabo PinBox.
The user generated advertising was so convincing that the bank sold more than 1.000 PinBoxes within 5 months. The 1.000st PinBox was celebrated by a billboard car driving around in a town where the 1.000st shop with Rabo PinBox was located (see the first picture on your right).