Page 31 - Pay Magazine s2014

volume 8 • spring 2015
consumer connecTion
Most effective and exciting consumer marketing campaign—which may include media advertising, social media, events, direct sales and/or Web sales—to generate prepaid and/or emerging payments awareness, education or sales.
Walgreens Race Around America presented by Balance Financial
Walgreens, MasterCard, Galileo partners: The Bancorp, Roush Fenway Racing, Marketing Werks, Wasserman Media Group, Sweatpants Media
what it is: NASCAR-themed campaign promot- ing the nationwide launch of Balance Financial Prepaid MasterCard from Walgreens, featuring sweepstakes and instant-win prizes to drive awareness, adoption and ongoing card usage.
when it ran: Between February and November 2014 Balance Financial cardholders could opt in to a promotional sweepstakes to win one of four all-expenses-paid trips to NASCAR races and the grand prize of a Roush Stage 3 Ford Mustang. Consumers also could participate online and via social media without purchase.
why it works: The campaign leveraged the huge popularity of NASCAR to connect with consumers and drive card trial and usage as well as introduce expanded services, such as direct deposit, check cashing and surcharge- free, in-store ATMs.
why it matters: Race Around America encour- aged use of Balance Financial Prepaid Master- Card with the goal of establishing Balance Financial as a primary form of tender among target markets—the underbanked and fully banked consumers looking for an alternative to traditional debit accounts. The promotion generated nearly 90,000 entries into the sweepstakes and more than 70 percent of entries were generated by using a Balance Financial card.
differentiators: Used a series of Webisodes
that followed popular NASCAR drivers who took turns driving the prize Mustang from race to race and making pit stops to meet with fans. Cardholders were able to influence the drivers’ routes and car upgrades by earning votes through social media engagement and by reloading or making purchases with their cards. NASCAR branding and driver participation actively engaged fans during a 10-month period and demonstrated card features and benefits within the context of a story.
what the judges said: Compelling and creative campaign engaged consumers and introduced a feature-rich prepaid product by speaking to their pain points and their passions.
Left to right: NASCAR drivers Chris Buescher, Ryan Reed, Greg Biffle and Trevor Bayne
American Express Serve – Real Lives, Real People
American Express
Green Dot Tax Time 2014
Winners
Green Dot Corporation
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Action Sports Photography