OPR and Ikon target the painful process of expense tracking in campaign for Cabcharge
WPP AUNZ agencies, OPR and Ikon, have launched a campaign for Cabcharge Payments Australia in correspondence with its new Digital Fastcard for frequent business travellers.
The campaign positions the Fastcard as the solution to the painful process of tracking business expenses. To counter the monthly data entry and paper receipts, Fastcard can store Cabcharge payments in a mobile wallet.
OPR worked on the strategy, creative, customer journey mapping and sales enablement, whilst Ikon executed the paid media approach across search, programmatic and LinkedIn channels.
Taxi receipt rolls and in-cab signage will also carry the the campaign’s creative.
OPR’s chief digital officer, Dan Young, explained the key audience for the campaign.
“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,” he said.
“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,” Young concluded.
A banner that will appear for Cabcharge on LinkedIn
Todd Shipp, Cabcharge head of marketing, said the Fastcard will save time for business travellers and finance teams.
“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,” Shipp said.
Cabcharge’s campaign will utilise advertising on LinkedIn
Cabcharge is currently undergoing a two-year transformation to digitise all of its payment products.
An online demo and calculator has launched with the campaign providing the opportunity for customers to test the Fastcard and a personalised time and cost saving figure for their business.
The funny thing about this is some agencies within the WPP AU NZ family have stopped letting their staff use cabcharges.
Instead they get staff to pay for standard business as usual travel costs (client meetings etc) then reimburse them at a later date.
Which if hurts big time if you’re an AE on 45k.
They’re effectively using their staff as a free line of credit for a basic expense of doing business.
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