Westpac Impulse Saver App – Mobile Marketing Simplicity

For brands, mobile represents the biggest potential as a means to communicate, engage and build strong relationships between them and people. In most countries mobile ownership is ubiquitous, and in emerging markets, growth of smartphone penetration is rising exponentially – opening the door for smart brands to capitalise.

Providing value and relevance is the most important deliverable for brands embarking on inititives via mobile devices and oh so many fail to deliver on either, instead delivering content that is out of context or simply re-purposed website content, This is generally the result of strategies and tactics being developed that do not address the unique and highly personal relationship people have with their mobile phones.

A great example of a company that has got it right is the Westpac (NZ) Impulse Saver mobile app developed by Colenso BBDO. Brilliant in its simplicity, the app taps into a very emotionally charged and important subject – peoples money.

The app tackles the subject of impulse buying and puts a tool in the hands that allows users, when they have the impulse to buy something that is perhaps not essential, to instead save money bay using the simple app.

It delivers a personalisable utility allowing users to utilise the app to best suit their unique situation –  and positions the bank  to legitimately deliver on the promise pf helping people manage their daily lives better.