$7\mathrm{.}11\mathrm{.}1$ One$-$line summary

ASB, a leading Australian bank, developed a digital piggybank to help children save and learn

about money in a world where money is increasingly digital rather than tangible$.$

$7\mathrm{.}11\mathrm{.}2$ The challenge

ASB wanted to build a base of future customers and simultaneously help children save money.

They found that because money is increasingly abstract in a cashless society, it can be difficult to

teach children the value of money, which can make it harder to encourage them to save.

$7\mathrm{.}11\mathrm{.}3$ The solution

ASB, with Saatchi and Saatchi, created Clever Kash, a toy elephant with a digital screen that

connects to an app via a secure$,$ encrypted Bluetooth connection. It can be recharged every two

weeks or so using a micro USB.

The device connects to an app and allows parents to swipe virtual money from the app into

the Clever Kash elephant, which is actually the child$$s savings account at ASB. It makes use of

gamification with sounds being triggered and badges awarded when a child sends money to the

piggybank, reaches a milestone, or completes a savings goal.

The invention also keeps privacy and security in mind as the connection between app and elephant

is encrypted, communication is one$-$way from the app to the piggybank and data sent from the

app is controlled by the parent. The child has no transactional ability and the piggybank stores no

account information.

$7\mathrm{.}11\mathrm{.}4$ The results

The campaign won a Cannes Lion Gold award in $2016$ and by this time $38000$ people had signed

up for the app.

More than this, the brand gave customers something they valued and helped build strong

relationships starting with the children who were using the piggybanks.

It was also the beginning of the bank moving into an innovative tech space, thus expanding its

options for the future.

$7\mathrm{.}12$ The bigger picture

Mobile communications should always be considered in context with your other marketing

communications. Rather than being a separate channel, mobile is a way to access and integrate

with many other forms of communication. It is inextricably intertwined with every aspect of digital

and must be considered in that way.

One of mobile$$s powerful characteristics is its ability to stitch media together, especially as a

way to bridge online and offline marketing activities, because it is located in the real$-$world space

and can simultaneously access the digital world. Apps such as those that scan triggers to access

media can play a major role in this stitching, as can other mobile$-$focused channels, such as

Bluetooth.

$7\mathrm{.}13$ Chapter summary

Mobile has several factors which make it ideal for communicating with your customers at their

moment of need, provided you respect the need for privacy and permission. It also allows for

hyper$-$local and interactive marketing, which can greatly increase engagement.

People spend more time online than with any other media. Much of that time is on mobile and

most time on mobile is spent in apps, which makes apps a dominant form of digital interaction

$($Convince & Convert n$.$d$.).$ Consider carefully whether your business really needs an app.

If you do decide to run a mobile$-$focused campaign or create an app, you need to make sure that

you implement it carefully and, as always, measure and optimise as you go along.

after reading above case answer the following question in one one parahraph,

$1.$ ASB created a mobile application that is intended to be used for educational purposes. How does this align with their business goals and target audience$$s interests?

$2.$ If you were a consultant to ASB, what would your recommendations be for creating awareness and downloads of the digital piggybank app?

$3.$ The case mentions the mobile app makes use of gamification. What purpose does this serve and how important is the component of gamification?