How It Works • Video
The Potential & Power of eCoffeeCard
This deck outlines how eCoffeeCard works and how you can use the power of the app across your broader media plans
Quality & Established Audience • eCoffeeCard – 80,000 downloads – 600 cafes » National CBD » Airport » University
– Active users everyday – Geographic location of users – Frequency of purchase » Each purchase is an interaction with eCC
Deep understanding of our consumer • Data captured on sign-up – Age – Sex – Phone Type » iPhone, Android etc
– Network » Telstra, Optus etc
– Frequency of drinker » 1.5 cup per day drinker
– Café Location » Pick from map (600 locations)
Meet Hailey • She works @ PwC • She’s 32 • Her morning coffee: • Aroma Espresso • Between 7.20 and 9.50am each morning
• Her afternoon coffee • Zen Bar
• She uses an iPhone 4 • She’s on Telstra • She’s an Aries
NFC Development • QR’s & NFC tags used Q4 2011 • Ability to redirect tags to media/content
Recognised Market Leader
Apple iPhone TVC
4th most downloaded ‘loyalty card app’ iTunes worldwide
PayPal ‘Secure Insights 2011’ Case Study
Consumer Touch Points
Consumers pay by phone Sell in new products
QR Codes Direct response Two-way communication
Research Consumer take survey after scan Real time results Specific audience
In App Media Competition Entry In app media (video)
• Consumers pay with phone • Add money to account (Mobile commerce) • Cash • PayPal / Credit Cards
• Credit to purchase anything in café
Case Example - Stephanie • Stephanie is 26 • She uses CafeWallet 7.2 times per week • She spends $75 per week at cafes • Stephanie’s spending habits vary • Morning = $3.40 • Lunch = $8.80
• Mt Franklin is sold at the cafe • They want her to try their new product. • We insert a purchase button for Stephanie to buy Mt Franklin with her Coffee for $2 extra
Real-time Research • eCC can be used for research • Timely – capture audience during 4 minute dwell time waiting for coffee • Instant reward – Free coffee for completing survey • Use for Pre or Post campaign analysis or other
» Scan
Research – Real time feedback
Research Example – Coca-Cola • CCA have recently released a new drink • They want to find out pre and post campaign • Are consumers aware of of the new drink? • What do you think of Coke xx vs Pepsi • Do you think Coke xx is aspirational?
• Creates a ‘Two-Way Relationship’ with your customers
Opportunities
Social media Build & engage your social community
Video Content Direct scan to play video Viral content YouTube Insights understand your audience
Drive App Downloads Scan to open App store and download app
Competition/Entry Win a Prize or Instantly win Free coffee
In App Video Content Scan to see movie trailer embedded to app
QR on Coffee Cups • Its an educated QR audience • 37 minute • Place a QR on coffee cups with eCoffeeCard and create an integrated & direct response campaign
App Download
Scan with
App Download
Scan with
App Download
Scan with
Drive Website Traffic Idea:
Competition entry: ‘Scan here to watch the latest videos’
Scan with
Drive Facebook Page Idea: “Like us on Facebook & Win Free coffee for 1 year”
Scan with
Competitions Idea: ‘Play the memory game and find the Free Coffee’
Scan with
Summary • 2-way relationship with consumers • Variety of daily touch points with specific audience • Deep understanding of YOUR consumer • Market leader
Contact
Greg Taylor Sales Director eCoffeeCard 0417 862 965 gt@ecoffeecard.com.au