Standard Chartered taps into social GPS app for credit-card acquisitions

Launched in November and running through this month, the campaign used Waze to drive credit-card acquisitions above 1.2 million users in the country. The offer included a 15 per cent petrol rebate, a free SmartTag (an automatic payment system device) or a Touch n’ Go reload card when conusmers signed up for a credit card during the campaign period.

Waze is an app that allows drivers to passively contribute real-time road information that gives other users up-to-the-minute information and a highly accurate picture of conditions on the road. Users can also actively create road reports that give other local drivers even more information about what is going on.

Developed by PHD Malaysia, Waze focuses on search, branded-pins and media pop-ups. It is part of the larger ‘Travel Smart’ campaign, developed by TBWA Malaysia, that spans media touchpoints such as print, radio, TV, POSM and outdoor.

When Waze users type in their destination address or location in the app’s search bar, a Standard Chartered BankTravel Smart campaign will display the campaign offerings within the search result page. Drivers using Waze to get to their destinations will also be able to see Standard Chartered branding in the branded-pins along the way. Media pop-ups will display the campaign offering automatically when users are at zero-speed to direct them to the campaign website, nearest Standard Chartered branch and the click-to-call to subscribe for a Standard Chartered Credit Card.

“We are continuously looking at engaging our customers through new and innovative platforms and Waze, being part of the 360 campaign,” said Timothy Johnson, head of marketing at Standard Chartered Bank.