Creative ideas for Touch Bank social media campaign.

1. IDEAS FOR SOCIAL MEDIA COMMUNICATION DEVELOPMENT
TOUCH BANK

2. CLIENT: TOUCH BANK
KEY BENEFITS: MasterCard credit card with no commission upon money withdrawal in any ATM
around the world. No limit on withdrawal amount from any connected account. High diversity of online
services.
TASK: To increase brand awareness and knowledge, to educate users about bank products and
services.
TARGET AUDIENCE: 34-45 years old, 40%/60% F/M, 80 000-100 000+ RUB income (Moscow), 45
000-60 000+ RUB income (other cities). Managers, top-managers and qualified specialists. Despite of
general knowledge of online banking, they don’t often use all the opportunities it provides. Active and
experienced internet users.
BRAND IDEA: Human bank, designed for your needs, very ingenious
BRIEF

4. Lots of institutions try to ward a client with
bonuses, claiming they’ll make him a
happiest person in the world.
But what if most of those places he is not
going to visit in a lifetime?
Could it be possible to spend bonuses at
the place YOU need, not at the place
THEY told you?
MANIFESTO

5. Virtual map of efficient offers
The bank uses social media to discover customers preferences and choose the loyalty program
partners according to the clients needs.

6. Those users with valuable
recommendations (whose
favorite places will be marked
on the map) as a reward get
a discount from the bank's
new partner.
Talking about its products on
SM, the bank learns directly from
customers about the places
where they would like to enjoy
discounts or to receive additional
bonuses.
$$$
?
Through customers’
recommendations Touch
Bank updates list of partners
monthly and adds them to the
map available for customers
through SM application.
$$$
COMMUNICATION MECHANC IN SM

7. OPINION LEADERS’ PART
Once in a week an expert talks about his
favorite place accompanying the post
with the photo taken there and asks
users to guess what is this place. Each
expert shares his experience of using
Touch Bank services.
Daniel Trabun, editor in chief of “Afisha“ magazine -
one of the experts

8. Point on the map Services News Experience
Dress-code 4
Working days 1
Household goods and services
Goods and services for body
Goods and services for soul
City leisure 3
Vacations 2
WEEKLY CONTENT MATRIX
Row names are topics relevant to the clients (places and situations where Touch Bank services can be used). Column names contains posts
classes by type of content.

9. #Pointonthemap – interactive posts
where experts publish photos of their
favorite places, while users have to
guess these places. Post ends with a
survey about interesting locations
which other users adore.
I suggest this comfortable bar as a nice place to discuss plans
with colleagues, because of the best lager. The one who names it
first will receive a 50% discount on service their from Touch Bank.
Sincerely yours, Daniel Trabun
To get the best deals in your favorite establishment, add it to the
Touch Bank virtual map using hashtags #TouchBank #virtualmap.
If your reference will win, you’ll get the permanent discount at
your favourite place!
1
POINT ON THE MAP
1

10. #TouchBankservice – we talk about
the product and conduct a survey
among subscribers about an
interesting location they can refer.
Sicily is famous for its Cosa Nostra. But it is not the reason to
deprive yourself of the resort pleasures! If you are a Touch
Bank customer, activate “ Card protection " and “Payment
protection“ services and quietly enjoy the beauty of the
restless island.
Is there an interesting Italian place in your city, which we
should add to the map of our partners? Recommend us! Use
#Italy #TouchBank #virtualmap
2
SERVICE
2

11. #News – bank news and survey
among subscribers about an
interesting location they can refer. L'Occitane is a natural cosmetics store, where every
Touch Bank customer can get a discount 1000 Rubles.
Does your city have any eco-friendly locations? Write
about them, using #ECO #TouchBank #virtualmap
hashtags.
If your guidance gets on Virtual map, you’ll get a
permanent discount at you favourite place!
3
NEWS
3

12. Wedding is coming! And though I am only a witness of honor, I have to
look decent. In my opinion, a quality suit which won’t cost a fortune can
only be bought in Milan. In this case Touch bank card with accounts in
different currencies will be very useful. Since new pants will be payed in
EURO, I won’t lose on currency conversion.
Tell us where do you buy your suits? Share addresses! Mark you post
with hashtags #suit #touchbank #virtualmap. If your suggestion will be the
most curious, you will get a personal discount at your favorite store from
Touch Bank.
#Experience – stories of bank
product usage told by opinion
leaders and a survey among
subscribers about an interesting
location they can suggest.
4
EXPERIENCE
4

14. MANIFESTO
Almost every financial procedure requires time
and efforts.
Some services are so complicated it may take
a week, a ruler and a friend to understand how
it works.
Some are so plain one can deal with it only in a
nearest bank branch directly. Some require not
only client presence but all conceivable
documents including his grandparents
testament.
Meanwhile Sci-Fi movies keep promising
things like any transaction with a touch,
universal currency, authorization with eye-print
and similar.

15. News from the Future
Touch Bank applies such innovative technologies to its services, that its customer feels
almost like living in the future. To claim it Touch Bank is launching the world’s first blog
with news from the year 2040.

16. Author of the best
greeting (most funny,
ingenious and inspiring)
once a week gets
iPhone6 for a prize.
Touch Bank launches the world's first blog on
social media with news from 2040, which tells
how innovative products help to live in technology
world of the future.
Once a week a future self of an opinion leader
shares a lifehack.
Users share the
greetings to their
present selves from
the distant year of
2040.
$$$
?
!
COMMUNICATION MECHANICS IN SM

17. OPINION LEADERS’ PART
Opinion leaders play part of guides to the
future: due to their greetings, and distinctly
aged looks, we see how the world would have
changed. Opinion leaders’ stories about using
Touch Bank services in the year of 2040 boost
understanding that the bank's service is based
on prospective technologies.
Greetings and funny avatars which bloggers
publish on their web pages shall attract
attention to Touch Bank social media
community and gain new subscribers and
customers.
Varlamov, a journalist - one of the celebrities

18. Greeting from future Service News Experience
Entertainment
Health 3
Home
Goods
Body
Universe 2
City 1
Travels 4
Relationships
WEEKLY CONTENT MATRIX
Row names are topics relevant to the clients (places and situations where Touch Bank services can be used). Column names contains posts
classes by type of content.

19. #Greetingsfromfuture – “future”
opinion leaders share insights.
These insights are based on
experience one could have obtained
towards 2024.
Sell your oil wells promptly! The best fuel for skymobiles are
banana peels!
What do you want to transmit to yourself back to 2016? One
with the most inspiring "hello“ will receive a gift IPhone182 (or
6 if the 182 would not have been released at the time of the
choice of the winner).
1
GREETINGS FROM FUTURE
1

20. #Touchbankservice – stories about
the products and how their
present features would help in the
future word.
Only lazy one did not send a postcard back home from
Neptune — space tourism is quite affordable entertainment
since 2017. If you travel with an international MasterСard
World, you can withdraw cash without commission
anywhere on the Earth and beyond.
2
SERVICE
22

21. #News – “reminiscence” of Touch
Bank news.
Our mothers and grandmothers nostalgically recall
February, March and April 2016, when natural cosmetic
was available at L'Occitan store for each customer Touch
Bank with a 1,000 RUB discount.
3
NEWS
3

22. S O
When you travel 5 times faster than sound (I have switched to
Skylon already), you really need an instant access to different
currencies. With my Mastercard World by Touch Bank I can
pay in Eurollars, Tenge or Roublyuan from one of the linked
accounts without conversion fees.
#Experience – stories of the situations
when Touch Bank’s products will
become extremely important, told by
opinion leaders from approaching year
of 2040.
4
EXPERIENCE
4

23. T H A N K Y O U F O R A T T E N T I O N !