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Our
Solution
What must our solution have?
Omnichannel Experience
Students should be able to stay connected to the branch even when they are not physically there. The online and offline touchpoints should not have any gaps
Recurring events
Our solution has to include recurring events to retain students and keep them coming back. This will in turn create customer loyalty which will drive students to bank with UOB
positive Points
We must be able to provide students with benefits and incentives that are wanted and needed through offline and online engagement
Brand attachment
We need to create a lasting impression of hangout and raise awareness of the branch so that it will have an identity among students in sp
Royalty x Hangout Membership
Building a banking relationship with the students
Create branch attachment and engagement
Retain students to generate customer loyalty
Royalty Tiers
Students can earn stamps by completing different tasks to level up their tier from commoner to king
As they increase in levels, they receive different rewards and more access to the facilities in the branch!!
how to earn stamps ?
follow our instagram @ royaltyxhangout
use billy the bull instagram filter and tag us
Join our telegram group @ royaltyxhangout
attend webinars
play the hunt game
open uob account
refer a friend to join membership
1 stamp
1 stamp
1 stamp
2 stamps
5 stamps
7 stamps
2 stamps
introducing billy the bull
My job is to represent hangout@uob, strengthen their online presence and in turn increase hangout's brand awareness.
hello I'm billy the bull!
"billy the bull" filter on instagram
#royaltyxhangout @royaltyxhangout #billythebull
telegram
@royaltyxhangout
ranked
most used social media platform
3
rd
to
communicate
with students on what they would like to see/do at hangout
Royalty x Hangout Membership
introducing the DIfferent stations
We want to create a place where students can feel that the branch is an inviting place to visit so that they will want to keep coming back for more.
Concept: Students are able to come by during their free time to play board games and card games with their friends to destress.
Concept: Allowing students to be able to have access to refreshments such as drinks and snacks
Concept: A place for students to get a chance to play the Nintendo Switch with their friends
Concept: To transform the table and chairs area to one where students not only can study but also to chill and watch netflix.
Concept: A chance for students to win attractive prizes so as to entice students to keep coming back.
Concept: To go hand in hand with our membership system so that students can have a fun time earning stamps.
beta implementation day
On the day of the beta, we let students have a trial of how it feels like to collect stamps in order to level up as well as to gather data on how popular each station will be.
HOw the stations came to life?
Beta implementation results
111
responses
1
2
4
account
opening
3
beta implementation day
On the day of the beta, we let students have a trial of how it feels like to collect stamps in order to level up as well as to gather data on how popular each station will be.
HOw the stations came to life?
Beta implementation results
111
responses
4
account
opening
1
Munch@uob
2
switch@uob
3
Gacha@uob
insight 1
Students are reward driven.
95.5%
are enticed by the idea of receiving prizes each time you level up
97.3%
Finds the idea of having a lucky draw periodically with your favourite prizes attractive
insight 2
Having fun at the branch through games is effective in creating branch engagement.
how attractive is having "game@uob" membership perk in enticing you to revisit the branch ?
68.5% voted (very attractive)
18.9% voted (attractive)
87.4% of our respondents voted that having board games at the branch would attract them to revisit the branch
Unattractive
Very attractive
Attractive
Neutral
Very Unattractive
games
visiting branch
events
movies
lucky draw
webinar
games is most popular as a way to earn stamps to level up tier membership
which do you prefer playing?
NINTENDO
VS
AI GAMES
79.3%
20.7%
WHY NINTENDO?
hmm
IT IS FUN AND INTERACTIVE. I can ALSO play with MY FRIENDS.
IT IS LESS LAGGY COMPARED TO THE AI GAMES AND DON'T HAVE TO DO AWKWARD ACTIONS TO PLAY
hmm
73.9% voted (Very attractive)
18.9% voted (attractive)
how attractive is having "game@uob" membership perk in enticing you to revisit the branch ?
92.8% of our respondents voted that having console games at the branch would entice them to hang out at the branch
Unattractive
Very attractive
Attractive
Neutral
insight 3
Our services within the membership perks are effective in creating a purpose for the students to keep coming back to the branch.
How attractive is this membership perk in enticing you to come back to hang out at the branch
Very Unattractive
Neutral
Attractive
Very attractive
Unattractive
96.4% voted (effective)
and
(very effective)
96.4% voted (effective)
and
(very effective)
94.6% voted (effective)
and
(very effective)
87.4% voted (effective)
and
(very effective)
94.6% voted (effective)
and
(very effective)
How attractive is the overall membership idea of enticing you to come back to the branch to keep earning stamps to level up?
66.7% voted (very attractive)
25.2% voted (attractive)
87.4% of our respondents find the idea of earning stamps by revisiting the branch attractive
Unattractive
Very attractive
Attractive
Neutral
insight 4
Social Media engagement tools are effective in increasing online brand awarenesS.
"how effective is our instagram filter of Billy the bull in creating brand awareness?
Very effective
Effective
Neutral
Ineffective
Very ineffective
55.9% voted (very effective)
27% voted (effective)
82.9% of our respondents voted that the Instagram filter was effective in creating brand awareness
Spark ar hub insights
impressions
743
times billy the bull has been displayed on a screen (reach)
opens
423
times people have opened the billy the bull effect on instagram
"Would you use the filter to promote our Instagram page for incentives?"
1
2
3
4
5
77.5% of our respondents voted 4 & 5 on the their willingness to use the filter to promote and increase brand awareness for incentives
hmm
yes I would be interested, I think this is a creative idea
reconfirmed by our beta survey results
Would you join the RoyaltyxHangout Community if you could have the ability to decide what you would like to see at the branch
86.9% voted for 5 & 4 (very likely to join)
Would you join the RoyaltyxHangout Community if you could earn stamps through playing online minigames to level up on telegram?
95.3% voted for 5 & 4 (very likely to join)
student feedback
1.
Chill@UOB was not as well-received, some of the feedback was to utilise the TV instead, as students found the iPad screens to be too small. students also wished for a movie screening day at the branch
2.
hello !
I love the stamps system idea! It would be an even greater idea to have weekly switch competitions for us to earn stamps!
3.
playing board games at hangout is so fun! I would also love it if uob could rent these games out!
hi !
final solution
stamps system
follow our instagram @ royaltyxhangout
Join our telegram group @ royaltyxhangout
use billy the bull instagram filter and tag us
attend webinars
weekly switch competition
play the hunt game
open uob account
refer a friend to join membership
1 stamp
1 stamp
1 stamp
2 stamps
2 stamps
7 stamps
5 stamps
2 stamps
*top 3 high scores
*Students who already own a UOB account can start from knight tier
difference between the tiers
2 stamps
4 stamps
No access to gacha@UOB
7 stamps
1 gacha@UOB
10 stamps
3 gacha@UOB
15 stamps
-
as munch@uob is the most popular perk, we will limit the access to getting refreshments based on their membership tiers
-
another membership perk we will control through the tiers will be gacha@uob since the cost of it will be the highest.
marketing plan
3day
event
The event will allow everyone to come and experience the membership perks. through this event we will also convince people to join as a member and level up from the first tier of commoner.
We will have refreshments such as packet drinks, popcorn and cotton candy available for people to take during the three day event to attract people to come.
Switch Competition
Winner: starbucks card
Top prize
2nd-5th prize
Starbucks and grab are voted most wanted rewards
Movie screening through Netflix over the three days event.
recruitment of members
1 stamp
1 stamp
Students will be able to immediately complete the commoner tier by attending marketing event
Estimated costs
Netflix subscription:
$19.98/ month
[Fixed]
mini Coffee Machine:
$100-$150
[Variable]
Prizes:
Starbucks card $10
Grab vouchers $5
[variable]
Board games:
Monopoly deal $7.99
Monopoly $39.99
Uno $7.99
[Fixed]
Nintendo Switch:
$459
Nintendo Switch games:
$70
[Fixed]
Membership cards:
47.4mm x 79mm
100 cards = $19
(100 students)
Is the problem solved?
There is a weak brand attachment between hangout@uob and SP students. A stronger banking relationship has to be established with SP students to ensure they bank with UOB in the long-run.
Will this membership idea create the foundation of a banking relationship between UOB and you (the students)?
98 out of the 111 respondents
selected 4 and 5
Are you more likely to bank with UOB in the long-run if this membership idea were to be implemented?
101 out of the 111 respondents
selected 4 and 5
Building a banking relationship with the students
Create branch attachment and engagement
Retain students to generate customer loyalty
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