The challenge was to re-engage with customers who had forgotten, or didn’t even know, they own Bonus Bonds. The marketing strategy and campaign execution had to encourage New Zealanders to take action to find out whether they own Bonus Bonds.
Due to the history and nature of the Bonus Bonds product many existing bondholders had bonds purchased for them as gifts when they were young. As they have grown up, they have changed addresses and surnames but never updated these details with Bonus Bonds. As a result, it is difficult or impossible to contact them to let them know they have won a prize.
The budget of$200,000 required the development of a web microsite; instant email response to interrogation of the database confirming ownership of Bonus Bonds or not; ‘next steps’ to re-engagement or application; and to increase the number of customers using the online channel to transact.
Alex Bygrave and Kim Torrie of AUT University opted for large-scale “Found” billboards in Auckland, Wellington and Christchurch, a web banner on the Herald website that ticked over to a new dollar value every five seconds, classified ads in the Lost and Found columns in the Herald, a two-week TradeMe listing and an A5 flyer sent to 20,000 people in the primary demographic in the three main cities.