WPP AUNZ’s agencies, opr and ikon, have launched a new campaign for Cabcharge Payments Australia, to drive awareness of its new Digital FASTCARD for frequent business travellers. The new product, the latest in the company’s expanding digital portfolio, enables customers to add Cabcharge payments to a mobile wallet.
Comprising strategy and creative, customer journey mapping, sales enablement via opr and paid media via Ikon (search, LinkedIn, programmatic), the campaign adopts a direct style of messaging, which focuses on the ‘pain points’ of business expense tracking, end of month data entry and paper receipts – showing how they are solved by Cabcharge. It goes live this week and will run until Christmas.
“This campaign is all about attracting the attention of time poor audiences – business travellers, finance departments and all those involved in the administrative burden of expense management,” explains opr’s Chief Digital Officer, Dan Young. We had to make the creative punchy, demonstrating the time and cost savings that can be harnessed using the right product.”
“For the business traveller it’s all about highlighting the hassle of travel expenses in a light hearted and comedic way. We’re highlighting the pain and wasted time that many people experience when it comes to end of month expense claims.”
Leaning heavily on LinkedIn, the campaign launches with several 15” animations, with support from direct response creative and leads ads. Digital creative will be reinforced via taxi receipt rolls and in-cab signage, and audiences will also be provided with easy ways to test Digital FASTCARD’s benefits via an online demo and calculator, which provides a personalised time and cost saving figure for their business. Sales enablement assets will also support the campaign ensuring alignment between the digital and social marketing and the direct sales engagement.
“With the Cabcharge Digital FASTCARD, finance teams get better visibility with access to rich data that cannot be provided by credit card payments including pick-up and drop-off addresses, route maps and cost codes. Time-poor business travellers who typically hail taxis off the street to save time will never lose a receipt again and always be able to allocate expense costs. It’s a detailed set of messages - but they’ve been clearly explained in an engaging way in this latest campaign. We’re excited to see how it resonates among these hard to reach and busy audiences,” said Todd Shipp, Head of Marketing, Cabcharge.
The new campaign is the latest execution in a two-year transformation journey being undertaken by Cabcharge, as it digitises all its payment products and expands an expense management platform called Cabcharge Plus. A previous Cabcharge campaign executed by opr received multiple accolades including awards from AMEC and SABRE
The new campaign website can be viewed here: https://businesstravel.cabcharge.com.au. Key benefits of the Cabcharge Digital FASTCARD include streamlined expense management for busy executives and trip data unavailable with credit cards for finance teams.