Javier Borderias - Banking on Innovation: The BBVA Game

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BBVA is changing the way consumers bank and driving online banking adoption in unprecedented ways. Join its creators for a dive into the design lessons learned at one of the world's largest banks.

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Javier Borderias - Banking on Innovation: The BBVA Game

  1. 1. BBVA gameJavier Borderías MarotoBBVA Innovation & New Technologies ManagerTwitter: @jborderiasKitinx at #BBVAGame
  2. 2. 2The beginning
  3. 3. 3The contextscamreboundbudgetsqueezefinancialaidephishingunemploymentbanking choicesby customerdownsize percapita incomemultichannelfinancialcrisisturmoilloyaltyplatformliquiditydownturnwww.digitalGAMIFICATIONconsumptionsecuritywebrewardmobileanalyticsidentitytheftrisk aversion…
  4. 4. 4The constraintsWould you ever play with your bank?BBVA & Game: The constraints• Money is a serious stuff• Banks deal with money• BBVA is a Bank• Playing with BBVA?… (1) the use ofgame designtechniques,game thinkingand gamemechanics toenhance non-game contexts.Source: Wikipedia http://en.wikipedia.org/wiki/GamificationAdvantage• Really?• … and more• ... and muchmore• Why not?
  5. 5. 5Biz rqmtsIncrease active online usersRetain actual online usersEnrich the profile of yourcustomersCross/ Up SellingExpanding marketing activities(emailing + mgm)Incentives and promotionalactions (Integrating music +other incentives)BBVA challengesBanking product and services: Checkingaccount, credit cards, CDs, loans,mortgages, …Online banking transactions: transfer online, electronic billing, download accountinformation, setting up alert service, …Educating our customers: Videos andquiz as a biz toolQualifying our database: Enrich theprofile of your customers, e.g., email, cell,…Marketing actions as one of thechallenges: member get member tocreate community and manage marketingbudget more efficientlyUnexpected challenges: Let us connectmonthly campaigns at BBVA Spain withour game platform.The challenge
  6. 6. 6BBVA GameProduct and servicesOnline transactionsFinancial EducationComplete your profileInvite FriendsUnexpected challengesLigaBBVA Football TicketsNBA tripsTablets & SmartphonesMusic downloadsMovie ViewsBBVA game challenges BBVA game rewardsAuctionsPayments and ATM use
  7. 7. 7BBVA Game in figures110,000 BBVA Game players (yesterday)0€ Invested in Paid Media+50% Different towns, cities and villagesx16 video views on product and webfunctionalitiesx5 improvement in customer dataqualification
  8. 8. 8Lessons learnedThe power of video as an educational resource…Banking’ and ‘Viral’ fit in the same sentence.Make it social from the very beginning …Points, Badges and Leader boards works, but…Sweepstakes work… if you make it easy to understand.Stick to your customers.
  9. 9. 9BBVA Game …After 9 months• It is still a gamification baby.• With 110,000 active users• It is not a real game.• It is really focused on our BBVAweb users.• It is growing towards amultichannel strategy• It is becoming a loyaltyplatform.… was born as an attempt to take advantage of game mechanics to enhance theuse of our transactional web.… and will be what our customers wantit to be
  10. 10. 10What our customers sayI think it’s a very smart wayof showing the potential ofbbva.es Hi, I’ m “tittopulo” and I havespoken about BBVAGame tomy family&friends. It’s greatand funny.It’s a really engagingsystem. Even more if wetake into account thisdifficult days we are livingI love itIt’s quite a good way ofrewarding customers. Thanksa lotIt took me some time to beleiveit! There are some friends ofmine that still don’t beleive itFANTASTIC! Very quickcommunication. Totally transparentsweepstakes system. I just can saygood things about it.Very good proposal. It allows me to be informedall the time and learn many things about theonline banking. Really easy to use.
  11. 11. 11Thank you.Javier Borderías Marotojavier.bmaroto@bbva.comBBVA Innovation & New Technologies ManagerTwitter: @jborderiasKitinx at #BBVAGame

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