An advertising campaign for BPI Express Teller Express Payment System

• Main Authors: Gonzalez, Ana Maria M., Legasto, Jennifer Anne V., Vizcarra, Karen A.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17654
• Institution: De La Salle University

In 1987, BPI introduced the first ATM debit card with the Express Payment System (ESP). Years later, other banks followed. Considering the fact that EPS was launched 14 years ago, its awareness and usage level is not as impressive as expected. Only 10% of BPI Express Teller cardholders use it and based on the group's survey only 75% of the respondents are aware of the EPS feature of Express Teller. And 17% of this figure do not have a clear idea of what EPS is all about. The group is proposing a full-blown and campaign to help EPS increase its users from 10% of Express Teller cardholders to 25% and to increase the market's awareness level on such technology. To help EPS overcome its awareness problem, the group is proposing a TVC trilogy that focuses on the benefits of EPS and show to use it. Cinema Advertising will also be utilized to complement the TVC trilogy. A tie-up with a Midnight Sale will help heighten the awareness level of EPS. And an exclusive Midnight Madness Sales for EPS users will help make the cardholders want to use the said feature. To entire Express Teller Cardholders to use the Express Payment System, the group came up with 3 sales promotions that are appealing and suited to its target market (the Yuppies.) The Treasure Hunt, 100th Swiper and the Pisong Pamasko promos were chosen by the group based on studies and surveys done on the target market. These promos will be advertised through broad sheets, flyers, posters, standees and direct mail. The group is proposing a Php 35,000,000 budget for the year 2002 which is inclusive of the advertising agency service fees, promo rewards, TVC production, print production, TV and movie spots, broad sheet spaces, non-traditional materials, mall-wide sale tie-ups, and miscellaneous fees.