THE OPPORTUNITY• Launch an annual Christmas ‘give-back’ tradition for eftpos• Empower Australians to donate to an Australian cause• Make people feel good about pressing CHQ or SAV at Christmas – regardless of the charitable cause chosen each year• Thereby, increasing volume of transactions
THE INSIGHT‘Giving’ at Christmas is an Australian thing to do. I like to help make donations to charitable causes at Christmas time.
SUCCESS• If the usage of eftpos increases by volume in traditional eftpos payment locations• If brand likeability, awareness and identification with Australian values all increase
THE BRUTALLY SIMPLE THINKING CONSUMER INSIGHT BRAND INSIGHT I like to make donations to eftpos now makes it easy forcharitable causes at Christmas time. Australians to give to a good ‘Giving’ at Christmas is an Australian cause at Christmas by Australian thing to do. turning the act of pressing CHQ & SAV into an act of giving. PROPOSITION Every Christmas, pressing CHQ + SAV now = the joy of giving
MESSAGING Press for good.Press CHQ or SAV and eftpos will donate to The Salvos.