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GWC13 - Javier Borderías - BBVA - BBVA Game


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GWC13 - Javier Borderías - BBVA - BBVA Game

  1. 1. BBVA game Javier Borderías Maroto BBVA Innovation & New Technologies Manager Twitter: @jborderias Kitinx at #BBVAGame
  2. 2. About BBVA 2
  3. 3. The beginning and the context consumption financial aide phishing digital GAMIFICATION web crisis reward security www. downsize per multichannel capita income mobile banking choices by customer unemployment … scam financial crisis risk aversion analytics budget squeeze turmoil rebound identity theft downturn platform liquidity 2010 loyalty 3
  4. 4. The constraints Would you ever play with your bank? BBVA & Game: The constraints Advantage • Money is a serious stuff • Really? • Banks deal with money • … and more • BBVA is a Bank • ... and much • Playing with BBVA? more • Why not? 4
  5. 5. The challenge Biz rqmts Increase active online users Retain actual online users Enrich the profile of your customers Cross/ Up Selling Expanding marketing activities (emailing + mgm) Incentives and promotional actions (Integrating music + other incentives) BBVA challenges Banking product and services: account, credit cards, loans, mortgages, … Online banking transactions: transfer on line, electronic billing, download account information, setting up alert service, … Educating our customers: Videos and quiz as a biz tool Qualifying our database: Enrich the profile of your customers, e.g., email, cell, … Marketing actions as one of the challenges: member get member to create community and manage marketing budget more efficiently Unexpected challenges: Let us connect monthly campaigns at BBVA Spain with our game platform. 5
  6. 6. BBVA Game BBVA game challenges Product and services Online transactions BBVA game rewards LigaBBVA Football Tickets NBA trips Financial Education Tablets & Smartphones Complete your profile Invite Friends Music downloads Unexpected challenges Movie Views Payments and ATM use Auctions 6
  7. 7. BBVA Game Leaderboards Social Network plugin Timeline 7
  8. 8. BBVA Game in figures 120,000 + 50% 0€ x 21 x5 x 15 + 60% BBVA Game players Different towns, cities and villages Invested in Paid Media video views on product and web functionalities improvement in customer data qualification FB fans & twitter followers More time spent on the website 8
  9. 9. BBVA Game users profile Online banking users Online banking users Gender Age BBVA Game users BBVA Game users Male: 53% Male: 53% Male: 65% Male: 65% 21-29: 14% 21-29: 14% 29-44: 39 % 29-44: 39 % 53% 21-29: 20% 21-29: 20% 29-44: 48% 29-44: 48% Cell phone 75% 75% 96% 96% email 45% 45% 87% 87% Card holder 64% 64% 68% 82% 82% 9
  10. 10. Omnichannel Game strategy Omnichannel API REST services across channels Mobile app taking advantage of location capabilities ATM to incentivize customers to perform other transactions Development of a Loyalty platform Wallet: implementing into the wallet a BBVA Game loyalty program to earn and redeem points . Couponing BBVA Game is mature enough to go a step forward and become a multichannel engagement and loyalty tool in which every single contact of the customers with the Bank could be rewarded in real time across all channels and full integrated with the core bank systems. 10
  11. 11. Lessons learned The 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. 11
  12. 12. BBVA Game … … was born as an attempt to take advantage of game mechanics to enhance the use of our transactional web. After 11 months • It is still a gamification baby. • With 120,000 active users • It is not a real game. • It is really focused on our BBVA web users. • It is growing towards a multichannel strategy … and will be what our customers want it to be • It is becoming a loyalty platform. 12
  13. 13. What our customers say I think it’s a very smart way of showing the potential of It’s a really engaging system. Even more if we take into account this difficult days we are living It took me some time to beleive it! There are some friends of mine that still don’t FANTASTIC! Very quick communication. Totally transparent sweepstakes system.“tittopulo” Hi, I’ m I just can say good have and I things about it. spoken about BBVAGame to my family&friends. It’s great and I love it funny. It’s quite a good way of rewarding customers. Thanks a lot Very good proposal. It allows me to be informed all the time and learn many things about the online 13 banking. Really easy to use.
  14. 14. Thank you. Javier Borderías Maroto BBVA Innovation & New Technologies Manager Twitter: @jborderias Kitinx at #BBVAGame 14