In 2017 Standard Bank made a strategic decision to switch all BlueBean Credit Card holders to their Standard Bank Gold Credit Card. MCD Magic Factory was commissioned to implement a customer-focussed campaign, migrating all BlueBean Credit Card holders to Standard Bank products. This included providing meaningful usage information and tips. We needed to communicate the value that being a Standard Bank customer brings, focussing the customers’ attention on the positive change.
Historically, the BlueBean brand message has been that of a lifestyle brand and ‘not a bank’. This was challenging when communicating the benefits that the customer would reap by being migrated to a more traditional ‘bank’ product/environment. The BlueBean brand team required MCD Magic Factory to devise and roll-out the migration strategy and associated communication material to meet the main objectives of retaining customers and minimising attrition.
Our strategy followed a phased approach to the migration communications. This ensured that customers were eased into the change, with detailed information and reassurance that it would provide great benefits.
We started with a pilot campaign that targeted a specific group of BlueBean cardholders, which allowed us to measure the efficacy of our plan and adjust elements to ensure optimal communications ahead of the full roll-out.
A wide cross-section of channels was used to ensure that all customers were aware of the migration ahead of the switch.
Appreciation of customer loyalty, providing value (it’s a better move), lower costs, assurance, action-oriented. With messages like:
Continued: Social media information & query resolution