Amazon buys Whole Foods for $18 billion moving into grocery delivery

Image source: Adweek

Image source: Adweek

The food retailing industry just changed to a whole new level, when eCommerce giant Amazon announced it was buying organic grocery chain Whole Foods for $AU 18 billion on June 16. This “game changer” to the supermarket sector will shake things up for both competitors and shoppers. The move to provide quick online grocery delivery at rock bottom prices causes an industry compression to profit margins (to those without automation) and revolutionise the in-store shopping experience through innovative technologies.

Amazon already has a grocery delivery business in place via Amazon Fresh, competing with Instacart, FreshDirect and Google Express. However the latest move with Whole Foods will change the landscape of the food retail sector radically. Amazon will own a nationwide network of Whole Food stores and solve the logistical issues involved in sourcing and storing fresh food.  

Amazon which started as an online book store 20 years ago has ventured into a number of e-commerce opportunities. Some of these opportunities include developing its very own delivery network, offering everything from packaged goods and online streaming television to being a cloud data service provider and now introducing groceries delivered to your front door.  

We can expect to see rivalry grocery stores jump on the bandwagon and invest in building out more tech in order to keep up with changing consumer behaviour of how people purchase food and get it delivered.

Chief executive of Amazon, Jeff Bezos has expanded the company delivering a range of products, and this is the latest big move for Amazon. 

Whole Foods Market has been satisfying, delighting and nourishing customers for nearly four decades - they’re doing an amazing job and we want that to continue.
— Mr Bezos

Amazon could try to use automation and data analysis to draw more customers to stores to help Whole Foods cut costs and even prices. The 460 Whole Foods stores across the U.S, Canada and U.K could potentially turn into distribution hubs -  for both delivering groceries, and the option to pickup for online orders. 

Australia's two biggest supermarket groups Woolworths and Coles are facing intense competition from international players such as Aldi, with Amazon's announcement posing as a threat. Amazon announced it will be setting up infrastructure for retail offering in Australia, which could be operational over the next year or so, including grocery delivery business Amazon Fresh. Coles and Woolies will need to put more pressure on suppliers to reduce costs, and innovate fast enough to stay up to date with the new future landscape. Yesterday Woolworths shares went down 3.5 per cent, while Westfarmers was down 0.2 per cent.

 

Snapchat launches self-serve ad platform

snapchat-1360003_960_720.jpg

Last month, Snap announced that they were building a self-serve tool for advertisers and now have rolled out the new ‘Snapchat Ad Manager’ buying tool on Monday.
Snap’s Ad Manager self-serve tool will give advertisers full control, and remove friction in the ad-buying process. This means that pretty much anyone can purchase ads on Snapchat removing the reliance of an account manager. 

The Ad Manager tool is designed for advertisers big or small to advertise on Snapchat with the ability to manage, optimise and view reporting metrics on the campaign's performance. There is no minimum spend required, with advertisers being able to get started with just a few dollars. 

Opportunity for smaller businesses

The latest self-serve tool will cater to small and medium sized businesses, enabling advertisers to save on large costs by reducing labor-intensive costs. Snapchat's move to introduce Ad Manager is a move to scale its ad platform.

Last week we announced our first Snap Ads self-service product, called Snapchat Ad manager. Our goal is to put the power of our ad products into the hands of every advertiser, regardless of their size. This tool supports all of our ad products, targeting capabilities; and goal-based auction solutions, which allows advertisers to bid for swipes or bid for app installs.
— Imran Khan (Chief Strategy Office of Snapchat)

Advertisers will get access to performance data of their campaigns via Snapchat Ad Manager and also be able to choose specific objectives for the campaign, and targeting ads based on demographic factors.
 

Snap Publisher 

Above: Advertisers can create their own advertising artwork using Snap Publisher

Above: Advertisers can create their own advertising artwork using Snap Publisher

Snap has announced new tool Snap Publisher which gives advertisers the opportunity to design ads in-house via Snapchat, which will roll out sometime in July. Advertisers can create an ad within minutes, with a library of themes provided by Snapchat.

Snap Publisher will import brand assets, trim horizontal videos for vertical format, offers themed ad templates for different campaign objectives, adds motion to static photos, opportunity to run an A/B test to different ad variants for performance, and lets marketers buy through the Ad Manager with just a few simple steps.

 

 

FOXTEL rebrands, following Netflix and Stan with new streaming service

Foxtel repositions its brand with a new logo and has confirmed that it will be bringing a dedicated streaming box to the Australian market. The pay TV subscription brand has undergone a radical corporate makeover with a new re-designed logo, new programming and affordable pricing to shake up its position in the Australian market, going head-to-head against younger rivals Netflix, Amazon and Stan.

The pay-TV provider, once an expensive brand has repositioned to provide cheaper subscription packages without the hassle of installing satellite connection or requiring cable. The brand will launch a national campaign on Sunday including wrap around in all News Corp papers, TVC’s and Out-of-Home with the central message being that “Foxtel is for everyone”.

Mark Buckman, Foxtel’s MD of customer and retail, describes that the lowercase wording in the new logo is designed to be less intimidating and cater to everyone. The new logo created by The Monkeys’ Maud,  is aimed to be “dynamic, fun, approachable”, according to Buckman.

“We’ve had a Foxtel that has been a very masculine, a shouty, retail capital letters kind of brand. That served us quite well for a long time but in order for us to get people to think, feel or speak differently about us, we’ve taken the move to re-imagine what Foxtel might be”
— Mark Buckman
Image above: FOXTEL old logo

Image above: FOXTEL old logo

Peter Tonagh, Foxtel chief executive says the move is the “biggest strategic shift in the 22-year history of Foxtel.”

Peter says he was aiming for a new internet-TV based service called Foxtel Now at the two million Australian households using streaming services including Netflix. He said it was the first time the company had been able to offer low-priced, flexible bundles with no setup costs and the ability to cancel at any time.

Foxtel Now is a new evolution of the Foxtel Play streaming service and offers low-priced and flexible bundles. Subscribers will have greater freedom and access to sign up to Foxtel with no set-up costs and the ability to cancel at any time. The new pricing structure for subscribers include $10 per month, and will replace Foxtel Play.

BigDatr May Marketing News

 

oOh!’s Excite Network goes Mobile for NAB campaign

Advertisers will now have the power to bring meaningful interactive content into
any environment they select, with oOh! Media announcing the next evolution launch of its Mobile Excite Network this month.

NAB will be the first brand to engage with its audience on a whole new level using the Mobile Excite network for their campaign.  The excite panels are being placed within the bank's four branches across Sydney and Melbourne for the month. The campaign will display visitors of the branch ‘moments of truth’ videos and encourage them to download a NAB property report that contains real-time data that is sent directly to their phone or emails.
 

 
 


Dentsu Mitchell lands Japanese fashion retailer UNIQLO

Dentsu Mitchell media agency will take on the huge international fashion retailer UNIQLO account in Australia. The brand aims to increase their focus on digital media and online retail.
Bibian Mak, the client service director at Dentsu Mitchell will lead the account and is excited to showcase the agencies commitment. Mak has worked on clients including Australia Post, Renault and the Victoria Government.  

“This is an extremely exciting and significant win to showcase our commitment to drive connectivity throughout Australia and the APAC region, together with the Dentsu Aegis Network” Bibian Mak said.

Dentsu Mitchell will manage the media account, while UNIQLO will continue to produce the majority of its creatives.

 
 

Twitter tracks user behaviour

Twitter personalises its news feed for users, connecting stories, brands and organic content users care about most. Twitter will start to track users behaviour outside of the app in a move it says will let users see targeted advertisements. The changes were made to Twitter's privacy policy, including the creation of a new selection that lets users see how the network profiles them based on their activity.

 
 

Brands getting behind smarter automation like using ChatBots

The introduction of ChatBots is the beginning of a new era of technology, where consumers are communicating with brands via messaging. Brands embracing ChatBots include; Qantas, Domain, Boost Juice.

Mobile is driving the most digital growth, which is why brands are considering chatbots. They can resolve issues for customers 24/7, help brands craft compelling messages, and provide relevant information to consumers. However there are risks behind chatbots being in the early adoption phase, with brands moving into one-on-one conversations with its consumers.

 

Movements across Media, Marketing and Advertising
 

  • Matt McGrath joins Deloitte as CMO

Network Ten’s Matt McGrath joins Deloitte as CMO where he has been the chief brand officer for the past four years, bringing the firm a 25-year career in advertising, digital media and communications, which included working as CEO and executive chairman in the global advertising network of Y&R brands.

  • Samsung Australia announces departure of CMO Phillip Newton

Phillip Newton will be exiting Samsung after two years. Newton’s role of corporate vice president and chief marketing officer joined Samsung in 2010 and then took over as CMO in 2015.  Samsung are searching for replacements with a new CMO expected to be named in a couple of weeks.

  • Havas Village Melbourne welcomes eight new members to their team

Havas Village Melbourne announced eight new hires across Havas Melbourne and Red Agency Melbourne. The eight new starters will follow the appointment of Havas Melbourne’s new executive director, Damian Royce. Art director Zoe Yeoman and copywriter Liam Travers join as a duo bringing experience working across clients including; Optus, Coles, Target, Renault and Jetstar. Yeoman, former Cannes Young Lions finalist, and Travers, who ranked Top 10 at AWARD School, working closely with Damian Royce.
Lauren Bell joins as a senior integrated producer, while Torin Didenko rejoins the company as a senior account manager. 

BigDatr April Marketing News

 

YouTube will stop serving ads on channels with less than 10,000 views

YouTube is taking action to help ensure that its user-generated content does not end up positioning ads by big brands next to questionable content. Google-owned video hosting platform, YouTube will no longer allow ads to be displayed on channels with fewer than 10,000 viewers, across all posted videos. Brands such as Holden and Kia suspended all advertising on YouTube recently after their paid ads were served alongside offensive videos.

 
YouTube pulls ads on videos with fewer than 10,000 views.

YouTube pulls ads on videos with fewer than 10,000 views.


Snapchat prepares to launch self-serve platform for Snap Ads

Snapchat is working towards launching a self-serve platform for its Snap Ad product which is expected to launch shortly according to Digiday. The self-serve feature for Snap Ads follows the digital app launching the self-serve platform for sponsored Geofilters in late December.

Giving advertisers the power to self-buy Snap Ads gives Snapchat potential for a more attractive option for marketers looking to target the younger demographic by eliminating the middlemen and fees associated. The concept of Snap Ads are full-screen vertical videos that brands can run on Snapchat between users’ curated stories or on the Discover section, or both.

 
Snapchat is allegedly planning on launching self-serve platform for its full-screen vertical video Snap Ads.

Snapchat is allegedly planning on launching self-serve platform for its full-screen vertical video Snap Ads.

Snapchat ads appear between story of photos and videos when users have shared with their followers. (Image Source: Adweek)

Snapchat ads appear between story of photos and videos when users have shared with their followers. (Image Source: Adweek)

 

Instagram Stories more popular than Snapchat

Snapchat was the first to successfully introduce the story feature concept, with Instagram copying nearly all of Snapchat’s key features in August last year. Instagram Stories now has more than 200 million users per day, while Snapchat reported it has 161 million daily active users. However it should be noted that Instagram Stories is not its own app, rather an add-on extension to the Instagram app.

 
Instagram's Snapchat clone is more popular than Snapchat.

Instagram's Snapchat clone is more popular than Snapchat.

 

Brands trolling United Airlines

Emirates quickly turned over their latest "Fly the friendly skies" campaign taking a dig at United Airlines. A number of airline brands have been trolling United Airlines, after a video of officers violently dragged a doctor of the aircraft when the airline was overbooked went viral this month. 

Amongst other airlines, we have seen Qatar Airlines joining in on the trolling by tweeting a screenshot of their app update to poke fun at United Airlines, captioning:
"Doesn't support drag and drop. We take care of our customers as we unite them with their destination. #GoingPlacesTogether" 

Richard Branson owner of Virgin America, posted a picture of himself to Facebook handing drinks to people on one of his Virgin flights, captioning:
" Airline passengers, & all customers, don't deserve to be treated like numbers on a balance sheet & cattle in a cabin."

 
Above: Qatar Airlines shares its tweet, a screenshot of the airlines app update.

Above: Qatar Airlines shares its tweet, a screenshot of the airlines app update.

Emirates "Fly the friendly skies... This time for real" campaign

Richard Branson's Facebook post of him serving drinks to his passengers. 

Richard Branson's Facebook post of him serving drinks to his passengers. 

 

Some of the worst advertising fails

This month not only have we witnessed some clever and well executed campaigns but we have also noted some of the worst advertising failures. From Pepsi to Nivea, these brands received immediate negative backlash from the public and social media within days of each other. Some brands attempted to demonstrate their involvement in diversity and inclusiveness, however failed instantly.
The removal of some of these campaigns within hours and days of launch demonstrates the power of social media. 

 
(Left) Nivea's social media campaign "White is Purity". (Right) Nivea's 2011 print campaign "Re-Civilize Yourself".

(Left) Nivea's social media campaign "White is Purity". (Right) Nivea's 2011 print campaign "Re-Civilize Yourself".

 

Brands behind some of the best April Fool's gags

April kicked off with a number of jokes and pranks launched by big brands from across the globe including IKEA, Ford, Virgin Australia, Krispy Kreme, Honda and more. Here is a selection of our favourites.

Krispy Kreme announced they would open the world's first doughnut-themed amusement park.

Krispy Kreme announced they would open the world's first doughnut-themed amusement park.

 

Facebook takes on Slack with free version of Workplace

Facebook has released a free Premium version (free until 30 September) of its messaging service Workplace to help employees collaborate, group chat and share files, a direct competitor to the workplace collaboration tool Slack. 
The popular social media platform plans to launch a free Standard version of 'Workplace' which is designed for businesses to keep their employees connected and chatting about work-related issues using Facebook.

 
Facebook Work offer features like Facebook groups, Facebook Messenger, built-in audio and video calling, access to social network profiles, event and live video tools.

Facebook Work offer features like Facebook groups, Facebook Messenger, built-in audio and video calling, access to social network profiles, event and live video tools.

 

Coles Easter campaign "I'm Free" attracts controversy

Coles marketing campaign launched in time for Easter, highlights Coles opening extra checkouts over the Easter period, with staff members waving "I'm Free" paddles. However the campaign allegedly invited sexual harassment from customers on young staff. The TVC included a female Coles employee fanning herself with "I'm Free" paddle behind a muscly tall man which indicated sexualised undertones.   
Coles had to dismiss the holding signs, which received immediate backlash on social media.  

 
Coles Easter TVC "I'm Free" received immediate backlash after ad featured a female staff member using the sign suggestively.  

Coles Easter TVC "I'm Free" received immediate backlash after ad featured a female staff member using the sign suggestively.  

Diversity in advertising mix can stir up controversy

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Diversity and inclusiveness has become a major theme for brands to focus on in their campaigns. We have seen a major shift in how some brands are approaching diversity, including their support of LGBT rights, political topics, gender equality and multiculturalism to drive conversation and brand awareness. Social media has had a major impact influencing the conversation around diversity in media, advertising and marketing, giving brands the opportunity to take stand, lead the discussion and be viewed as progressive.

Some campaigns are cleverly and sensitively executed, while others have spurred immediate negative backlash. Let’s take a look at brands demonstrating diversity in their campaigns, receiving immediate reaction from the public.

Nivea - "White is Purity"

Nivea received immediate backlash with its controversial “White is Purity” campaign theme line promoting the brand’s new invisible for black and white deodorant. The image portrays a dark haired woman facing a window clad in a white bathrobe while sitting on the bed with the tagline printed “White Is Purity”, which has now been removed.

Above: (Left) Nivea's social media campaign "White is Purity". (Right) Nivea's 2011 print campaign "Re-Civilize Yourself".

Above: (Left) Nivea's social media campaign "White is Purity". (Right) Nivea's 2011 print campaign "Re-Civilize Yourself".

Nivea intended for the campaign to be posted to its “Nivea Middle East” page, "The Nivea Middle East advertisement was not meant to be racially insensitive. We sincerely apologise. The post has been removed. Diversity, tolerance and equal opportunity are fundamental values of Nivea.”

However, this wasn’t the first time the brand has faced the storm with similar controversy. In 2011, a print ad depicting a cleanly shaven black man letting go of a former version of his bearded, afro-haired self against the tagline “Re-civilise yourself” was deemed racist and offensive, and was also removed from the market due to widespread criticism.

Magnum "The Ceremony"

Unilever ice cream brand Magnum depicts a wedding between two women to illustrate the brand’s view on pleasure, diversity and acceptance with its new tagline “Pleasure is Diverse”.
Complaints were received for the ad, seen to be promoting ‘lesbianism during family time’, however the complaint was cleared by the Advertising Standards Board which ruled out that the ad was not in breach of any code. Unilever rejected the complaints stating that the ad fell within community standards “which treat gender and sexual preference fairly, impartially and tolerantly”.

Pepsi - "Jump In"

Last week Pepsi’s controversial ad featuring Kendall Jenner was pulled in less than 24 hours of launch for ‘missing the mark’ after receiving heat over social media and across the internet. The ad titled, “Jump In” borrowed heavily from the imagery of the Black Lives Matter movement, and quickly drew vicious backlash on social media.

The ad spot portrays a protest, where gay, black, Muslim and transgender persons appear to mingle happily as a line of policemen look on, and was criticised for trivialising and even glamourising serious issues that Americans protest for.

Meat & Livestock Australia

Meat and Livestock Australia is no stranger with driving conversation with their controversial campaigns promoting Australia Day each year. The 2017 Australia Day lamb campaign received mostly positive responses, however some in the Indigenous community said the ad was “highly offensive” and “disgusting”. While intending to embrace unity and harmony, the campaign drew criticism of its depiction of the European invasion which failed to acknowledge the harsh realities of white settlement in Australia and the cultural sensitivities of the date of Australia Day for Aboriginal and Torres Strait Islanders.

Airbnb "Until we all belong"

Yet not all ads depicting diversity have received as much controversy as these. In Airbnb's mission to create a world where everyone can belong, the campaign is asking Australian's to make their support of marriage equality known by wearing the symbol of marriage itself - a ring.

Brian Chesky, Airbnb CEO and Head of Community, hopes the movement will spark conversations about acceptance across the nation by putting marriage equality back on top of Australia's political agenda.

Openness and belonging are the heart of Airbnb - it’s the core of what we do every day. We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love.
— Brian Chesky

 

SBS announces 2017 Diversity Works Challenge

This week (10 April) SBS announced the finalists for the 2017 Diversity Works Challenge which aims to promote more diversity in advertising, giving progressive brands the opportunity to win one million dollars of free media space on both SBS TV and its digital counterparts.

Andrew Cook, SBS Director of Media Sales has expressed that SBS is thrilled with the response received to the challenge.

The eight shortlisted ideas have integrated Australia’s diversity into the fabric of their campaign concept, while achieving the brands overall marketing objectives, demonstrating that thinking with diversity works.
— Andrew Cook

Shortlisted entries include KWP! for Surf Life Saving Australia, BBAM for Steel Blue Boots, Starcom for Farmers Union Greek Yoghurt, Marmalade Melbourne for the Stroke Foundation, Ikon Communications for Barnados Australia and Carat for Holden, Medibank Private Health Insurance and La Trobe University.

This is also a great initiative for SBS to be involved with for their own brand reputation, who we recently saw collaborate with Holden to promote diversity and drive meaningful conversations

At BigDatr we look forward to seeing which brand will win this diversity challenge, with the winner expected to be announced next month.

Brands get behind the pranks for 'April Fools Day'

FLIKEA

On a day where jokes and pranks are shared, we have seen brands from around the globe get behind April Fools Day. Here are some of our favourites:

IKEA

The Swedish furniture retailer IKEA announced its plan to launch its very own low cost airline, FLIKEA. Plans to launch the world’s first non-stop flights between Sweden to Australia serving up its iconic meatballs to its passengers, and IKEA footstools.

Deliveroo

Deliveroo is taking a step further with its food delivery service, introducing 'Deliveroo Extreme Delivery.'  The extreme delivery service will now deliver to a broader location base using skydivers. 

Honda 

Introducing the latest innovation from Honda - Horn Emojis. Horn Emojis offer a range of horn sounds for a variety of scenarios, from seeing your kids off to school to commiserating with other drivers in rush-hour traffic.

McDonalds

McDonalds introduces a tiny version of their famous BigMac cheeseburger called the Micro Mac.

Google

Google Chrome has bought the next evolution of the smart home, The Google Gnome

Krispy Kreme

Krispy Kreme announced they would open the world's first doughnut-themed amusement park in Perth. The doughnut brand said that "Krispy Kreme World will be divided into four primary precincts and include several rides, doughnut bars, production factory and Krispy Dream, a new innovation centre where you can create new doughnuts and desserts."

ING Money

Screen Shot 2017-04-03 at 1.35.31 pm.png

ING Direct unveiled a prototype of the iTM, a smartphone that utilises the latest in 3D printing technology to print cash notes on demand. 
“While many of our customers are embracing mobile payments, there are still those who still prefer cash and we want to make sure we support that choice,” says John Arnott, executive director, customers at ING Direct.

Virgin Australia

Virgin Australia are excited to introduce their new Canine Crew in a world first initiative. On selected flights, a Canine Crew member will work alongside the award-winning Cabin Crew team to offer a range of additional services.

Ford

Express your emotions via Ford's 'Active Thanks Assist' technology to help reduce road rage. Within a click of a button, drivers can project a thank you wave displayed on the rear windscreen of the vehicle. 
Dr. Hugh Morris, Ford Australia’s Future Technologies Team Engineering lead, speaking about the technology said: “We were inspired by the recurring stories in focus groups of customers either being frustrated by those who don’t wave, or annoyed at themselves for forgetting to wave. This solves both issues in a driver-initiated and autonomous way. At Ford, we know a calm driver is a clever driver, which in turn makes the road a happier place to drive.”

We would love to hear what your favourite April Fool campaigns were.

Holden and SBS collaborate to drive powerful conversations

The iconic Aussie automotive brand, Holden has collaborated with SBS to express their support for diversity by showcasing Australia as being one of the more diverse nations in the world. The campaign brings together people with disabilities and people of diverse ethnic backgrounds to recognise and reward Australians driving positive social and cultural change in the community.

Although the campaign isn't your typical car ad, the Aussie brand has taken a new and fresh approach to focus on issues of diversity to drive meaningful change on topical issues that many Australians are talking about.

Above: Holden's campaign 'Supporting The Drivers of Change' from BigDatr's Campaign Library dashboard. 

Above: Holden's campaign 'Supporting The Drivers of Change' from BigDatr's Campaign Library dashboard. 

Holden and SBS, together with Carat, have worked closely to bring the masterpiece campaign to life asking its viewers to tell them how they would drive change in the community. The campaign focuses on recognising and rewarding Australians for a chance to win a $50,000 grant from Holden.

The campaign has six different ad spots representing notable Australians from different backgrounds, ‘Supporting Drivers of Change’. The inspirational ambassadors have been selected due to the courage and work they do to drive change on issues including gender parity, LGBT+ rights; and equality for those who are indigenous, facing cross-generational challenges in the workplace, and/or who have a disability.

Holden’s Executive Director of Marketing Mark Harland says the brand is proud to share these inspirational stories to Australians.

The ‘Drivers of Change’ campaign is about seeking out those legends in our community who are driving meaningful change on topical issues that Australians are discussing. SBS and the Drivers of Change ambassadors are passionate about creating a better future for all Australians – we’re proud to be part of that and can’t wait to tell those stories.
— Mark Harland

Each of the TV campaign spots have been distributed across SBS Network. To find out viewership data of ad spots you can view them through BigDatr’s Ratings tracking tool.

Patrick is driven by the power of storytelling, social change, LGBTQI rights and equality for all. 

Amna has been a driving force in changing perceptions - encouraging women, especially Muslim women, to get involved in AFL and sport. 

Stacey is driven by being her best, doing what others say she cant and making the world a better place. 

L-Fresh is driven by visions for a positive future and to be better than yesterday - and the day before. 

Munjed is driven by medical innovation and cutting edge technology and his main goal is to provide robotic technology to all disabled people, regardless of their wealth. 

Louise is driven by passion and a desire to make a difference and change things for the better. 

Each ad concludes with Holden’s tagline ‘Let’s go there,’ which now has more meaning than simply driving to a destination as an automotive brand; it’s also about Holden’s corporate responsibility to address social and cultural issues: to dare to ‘go there’ and create a meaningful conversation.

NAB believes the last five pictures are things you really care about

NAB has launched their latest campaign following the bank's brand positioning that life’s about ‘More than Money’. In the TV campaign spot, viewers are invited to participate in an experiment to look at the last five photos in their phone’s gallery. The purpose of the campaign is to show viewers that their captured pictures are things that viewers really care about.

NAB is again taking viewers on an emotional journey and centering its campaign on emotive drivers. Depicting personal family photos, birthday celebrations, caring for animals, and simply enjoying a hobby, NAB is sending the message that it understands what’s important to its customers - beyond money.

The banking industry is experiencing pressure to position themselves as customer-centric and build trust after announcing the increase in mortgage interest rates in the last two weeks. NAB was the first brand out of the big four to make the gutsy call to raise mortgage interest rates, and 'The Last Five' TV spot was launched not long after.

The Chief Marketing Officer (CMO) of NAB, Andrew Knott believes the message behind the campaign is a great way of showing that NAB understands that its customers need to feel valued and supported.

Our latest brand campaign does a brilliant job at prompting people to reflect on what is important in their lives. It is by understanding what is important to our customers that ensures we can help them get to where they want to go.
— Andrew Knott

Creators of the campaign, Clemenger BBDO Creative Chairman James McGrath says the campaign is an exciting demonstration of the ‘More than Money’ brand alignment.

Following the launch last year, we are proud as NAB’s communications partner, to create such an engaging campaign that really shows commitment from NAB for their new brand promise. This isn’t just a campaign, but brand body language.
— James McGrath

To complement the ‘More than Money’ campaign, NAB have created a website showcasing NAB’s involvement in various community activities and initiatives including Women’s AFL, NAB AFL Auskick, supporting small business, workplace gender equality, and how they have assisted customers during times of financial hardship through the NAB Assist team.

The campaign was added to BigDatr's Campaign Library on the 26th March 2017, and we look forward to seeing the campaign roll out across digital, social and outdoor. 

Is it the end of an era for traditional wallets?

The payment infrastructure landscape is evolving rapidly, with greater growth in digital payments. It is the new big thing in the Fintech space. Does this mean it is the end of the traditional wallet? Although many of us are still holding on to our wallets, the mobile ‘tap and pay’ revolution has taken over many customers.

Our smartphone's have become our own personal identity. Therefore, the extension to rely on them for banking and payments is no doubt the grand scope of how mobile payments will become in the future of the Fintech world. Carrying cash has become less secure and inefficient while digital payments can offer multiple security levels for users.  

Digital innovation in mobile technology is no doubt transforming the Banking industry. We are seeing how some of Australia’s banks evolve digital banking without the card or wallet and new trends emerging in the digital payment world. 


CommBank offers ‘Cardless Cash’ ATM withdrawals

Above: Commonwealth Bank digital banner ad “Get Cash Without A Card Using Your Mobile”.

Above: Commonwealth Bank digital banner ad “Get Cash Without A Card Using Your Mobile”.

CommBank expanded its digital offering in mobile technology with Australia’s first, ‘Cardless Cash’ in 2014. Any CommBank customer can withdraw cash from any CommBank ATM via the bank's mobile app, without a card. The increased usage in the banking app and cashless payments are growing significantly and CBA have found the results astonishing. 

Lisa Frazier, CommBanks Executive General Manager Digital Channels, says, “The demand for contactless and mobile payments continue to rise; in a single week, the new CommBank app now supports nine million logons and executes two million transactions.”

CBA conducted research which suggested that 50 percent of Australians believe the mobile wallet will become the norm for payment in the near future. Frazier says that “Seventy-three percent of them think that the mobile wallet will replace the wallet in 7 years time.”

“Seventy-three per cent of them think that the mobile wallet will replace the wallet in 7 years time.” - Lisa Frazier

Smartphones substitute bank cards

A new era of using smartphones for transferring money quicker has arrived. It's less expensive, more convenient and eliminates the hassle of travelling to an ATM.
Apple Pay, Android Pay and Samsung Pay give users the power to store credit card details on their mobile and purchase without pulling out their wallet. We will see more of digital purchases straight from the smartphone, with the growing adoption of systems such as Apple Pay and Visa Checkout which are the next milestones in mobile conversions for retailers.

Australians were quick adopters of Pay Pass and Pay Wave and now the Mobile Tap and Go has been the latest craze in Australia. From BigDatr's Campaign Library we discovered 11 brands promoting mobile tap and pay facilities since July 2013. 

Above: Snapshot of BigDatr Campaign Library of all Banking and Finance campaigns incorporating 'Tap' in their campaign headline.  

Above: Snapshot of BigDatr Campaign Library of all Banking and Finance campaigns incorporating 'Tap' in their campaign headline.  

To educate users on the latest tech innovation, ANZ Apple Pay released a series of comical takes on how users take advantage and misuse the latest mobile payment technology. The campaign showcased the changing ways we pay and that using your phone to make a payment is so simple and seamless that, ‘you’ll be taking it for granted in no time.’

The launch of ANZ Apple Pay was a big deal as ANZ was the only bank among the big four offering tap-and-pay across Apple and Android mobile.

Fintech innovations replace passwords with ‘Selfie Pay’

Strike a pose at your mobile camera, and Aussies will soon be able to confirm payments with Mastercard's ‘Selfie Pay’. Instead of users being required to remember their password, Mastercards Identity Check allows a fingerprint or selfie to be used to verify online purchases. The app will be available through Mastercard smartphone, and will use biometrics and facial recognition to verify the identity of the purchaser.  

Mastercard is in the works of expanding its innovation of authentication and will introduce facial identification, voice recognition and cardiac rhythm. The key goal is to make mobile payment flow as seamless as possible.

Trends in Mobile Payments to look out for this year.

1. Mobile Wallets are the biggest transformation in payment processing.
Mobile payments can offer retailers valuable insights about customer transactions that can be used to enhance customer experience. Retailers will be able to interact with customers on a more personal level.

2. Security of Digital Payment
Current methods to authenticate payments include PINs and fingerprints. However, new biometric processes, such as voice recognition, keystroke detection, finger vein scanning, pulse recognition and facial recognition will aim to increase both security and convenience for users. 

3. Peer-to-Peer (P2P) Payments
Popular P2P payments including Square Cash. It's simple, uncluttered and the interface has a fast setup and solid security features. 

It is no denying that our smartphone is changing the way we purchase goods and services. Our phones have become a potential to revolutionise how we pay and may possibly eliminate the need for our wallets. Digital wallets are quickly becoming the norm, as they are faster than using traditional swipe cards. Nowadays, we find that we are carrying less of the hard cash and relying on our smartphones for making payments. Using digital wallets and smartphone apps provide users with quick, cheap and a more environmentally-friendly alternative.