Home' Connexus : Issue 45 Contents annually and delivered a database of
The marketing team has integrated
the platfor m into other campaigns and
complemented it with TV ads, direct
marketing and other promotional tools.
QTMB has a history of such innovation.
In 1977, under its old brand, it was the
frst fnancial institution in Australia to
install a network of 24-hour ATMs.
In the past two years, QTMB has used
web content management provider
Sitecore to fnetune Staffroom for
Improvement’s delivery and maximise
customer engagement with a fun and
personalised competition. Registration
and voting via desktop and mobile
channels is followed up with emails and
sur veys. The game encourages frequent
voting, and thousands of participants
have voted every day.
Participant loyalty has been
impressive. One school sent its band to
perform an impromptu concert outside
QTMB’s head offce in Brisbane to try
to win extra voting apples. "They just
rocked up guerrilla-style one Friday
afternoon," says Moses.
Last year’s efforts to enhance
engagement were weighted towards the
key demographic of mothers aged 30-40,
who make many of their family’s fnancial
decisions. When thousands of sur veys
were flled out, it provided a wealth of
customer insights and enabled QTMB to
form a relationship with the respondents
and offer targeted fnancial deals.
"We have their ages and demographic
details, which is quite strong data.
We have an ongoing [electronic direct
marketing] campaign and relationship
with them now."
Tackling IT dramas
The main problem with Staffroom for
Improvement is a welcome one: it has been
too popular. The contest has attracted a
peak of 20,000 visitors a day and its IT
platforms have sometimes crashed.
Moses says responding quickly
to such issues has been critical. To
stagger the traffc load, the tech team
introduced ‘happy hour’ voting, notifying
participants via email about bonus-
reward voting periods.
He adds that passionate users have
also self-gover ned the site, using
Facebook to notify others of delays and
"They were protecting the site and
saying not to worry."
Tallying the success
Sixty per cent of Queensland schools
(about 1,200) have played Staffroom for
Improvement, making it unquestionably
a massive hit. In a three-week period
in 2012, it generated 20,000 visitors
a day, 37,000 sur vey responses, 1.74
million votes and more than 1.25 million
Importantly for QTMB, casual game
players have become loyal brand
advocates, says Moses. Students,
parents and teachers have created
promotional YouTube videos which have
further driven sales results. At one
point, quarterly sales growth spiked at
60 per cent.
It’s not easy to deter mine which
aspects of the multichannel campaign
have contributed most to the results,
but customer feedback suggests that
Staffroom for Improvement has played a
"Anecdotally, plenty of business people
have come into a branch and said they
were involved. We can even recognise
names they have used in the game."
Crucially, Moses adds, it’s challenged
perceptions about banks. "They felt a
bank having such fun was a great thing."
Lessons for others
The success of QTMB’s campaign
provides insights for other customer-
owned banking organisations.
The Staffroom for Improvement
competition’s relevancy to the customer
base -- in this case, people involved in the
education sector -- has been important,
says Moses. Also, the competition’s
integrity has been maintained because
"it was not about pushing product".
Rather, it particularly tapped into the
sentiment of mothers who wanted to
support their children’s school “because
their kids’ education and teachers are a
big part of their world".
The next step
Leveraging on success, QTMB recently
launched a campaign urging customers
to ‘Get a little bit in front’ with its home
loans. It builds on the fact that 80 per
cent of the bank’s home loan customers
are ahead on their mortgage payments.
“We’re not promising the world, but
we’re saying that, with a mutual, you can
get a little bit in front," says Moses.
Staffroom for Improvement is still part
of the marketing mix although, to avoid
overexposure, it may be rolled out every
No matter what happens, QTMB will
always develop campaigns that pay
homage to its educational links. "We
really exist to support Queensland
education,” says Moses. “We’re very
proud of that."
Cameron Cooper is a freelance writer.
gam ' creator
were astounded when, in the
rst year, more than 40,000
students and parents voted
using virtual 'apples'.
has been impressive.
One school sent its
band to perform an
impromptu concert outside
QTMB's head o ce in
Brisbane to try to win extra
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