CANNES YOUNG LIONS 2014 YOUNG MARKETER BRIEF SPONSORED BY: COMMONWEALTH BANK - PAYMENTS - Transforming business payments

CANNES YOUNG LIONS 2014
YOUNG MARKETER BRIEF SPONSORED BY:

 COMMONWEALTH BANK – PAYMENTS

    Transforming business payments

CAN Purpose

Commonwealth Bank Australia (CBA) is passionate about driving innovation in technology and developing world-
class technologies that meet the evolving needs of our business customers. We are committed to partnering with
businesses to provide them with banking solutions that will help enhance their well-being, make them more
efficient and enable their forward progress.

For many years CBA has been leading the charge in payment innovation and changing the landscape of the
payment environment with our vast range of solutions.

Our newest innovations, the Pi platform and the Albert device, are set to redefine the customer-facing payment
and Point of Sale (PoS) landscape by helping businesses deliver a differentiated service proposition in their store.
They will help businesses reinvent and customise their service experience, increasing their customer satisfaction,
loyalty and in turn growing their business.

We are transforming the business payments landscape from being payments led to experience driven. This
landscape is no longer about just accepting a payment on a device – it’s about using new technologies like apps
and state of the art devices to enhance a business and the service they provide. We are transforming a
transaction into an experience.

We need to raise businesses awareness of this transformation, educate and demonstrate the benefits of this
transformation (by showcasing the benefits of these new technologies) and generate new sales.

CAN Reason

     1.   Redefine the customer-facing payments category for businesses.
     2.   Become the brand of choice for Australian businesses with an EFTPOS need.
     3.   Be viewed as a progressive and innovative banking brand for businesses.
     4.   Win new-to-bank business and retain clients while growing transaction banking revenue.

CAN Success

Strategic measures:
     1. To be #1 in overall Future Focus (On the way up) rating
     2. Increase Brand Health Index attribute: Latest banking solution that allows me to bank how and when I
          want.
     3. Increase Brand Momentum Scores attributes: Consider for day to day account & Brand of choice for
          day to day account.

Acquisition measures:
1000 leads; 300 sales

CAN Who

Businesses of all sizes that have an EFTPOS terminal need (~44% of Australian market). Consumers are the
lifeblood of these types of businesses. This audience is particularly interested in cash flow – specifically making
enough sales to keep the business going, accepting different payment methods as this could impact the closure
of a sale, increasing the size of a transaction by upselling/Xselling, reducing their queues and keeping track of
their day to day financial dealings so that they can see their trading position. Business growth is of particular
interest to this group and as a business driven by customer service they understand the benefits that enhancing
and differentiating their service can have to their profitability.

There is a major disconnect in what businesses see as important when it comes to the service they provide and
what their customers believe is important i.e. reduced time spent in queues, up-to-date stock and product info,
the ability to offer loyalty programs and 1to1 service. Consumers now have a voice at the table on how they
wish to be served by and engage with a business – this is having an influence on how businesses operate.

We are seeing a growing acceptance of different payment types (mobile/portable payments, contactless
transactions) and software (in the form of applications) by consumers that support loyalty and increase
satisfaction. There is also a growing trend of Australian businesses using emerging technologies (smart phones,
tablets etc.) to help them manage their business and make it more efficient.
We want businesses to take these service insights on board, question the way they currently run their business
(and service models) and show how we can help transform their business with these new technologies.

CAN Point

Transform your service experience and drive your business forward.

Budget

The budget is open and unrestricted.

CAN Support

Like a tablet or smartphone, businesses can customise their device based on their unique needs by accessing
apps that can help them provide a revolutionary service experience, enhance their payment capability and
address some of their key business pain points.

These apps are available through the Pi platform. These apps can make integrating into back office and retail POS
system easier, help businesses introduce retention/loyalty programs seamlessly so they can recognise and
reward their customers and drive loyalty.

They can also help businesses:
    •    Reconcile their expenses and sales efficiently with the use of cash counters,
    •    Give them useful insights about their business and its operations,
    •    Make splitting bills easier and more accurate,
    •    Manage appointments and bookings,
    •    Manage stock and inventory levels,
    •    House promotional catalogues,
    •    Help a business donate to a charity,
    •    Offer and accept tips,

•    Send and issue invoices via email, and
     •    Accept all types of card payments anywhere in their store on an advanced but intuitive device.

These capabilities enhance a business's operations and its service experience which leads to an increase in their
customer’s satisfaction levels, loyalty and in turn their profitability.

Once consumers experience the superior service that this transformation drives, they may wish to engage with a
business (over another) because of this offering.

Timing

The campaign is required to run over a 3 month period.

What we want from you

Entrants into the Young Marketer category are required to produce a 1000 word communication brief for this
marketing challenge, to a mock creative agency. In this competition, a select jury of creatives and strategists will
represent the agency, who will judge how well your brief is written for them to be able to effectively build the
campaign creative.

Your entry will be judged on the following criteria, including how well you articulate the brief in a 5-minute
presentation if you’re shortlisted in the 1st round.

Entrants must submit as individuals and will be judged on:

•    Strength of your strategic idea and thinking
•    Clarity of what you’re asking the “agency” to create
•    Quality of information and level of knowledge provided about the audience/target market demographic
•    Quality of information provided about the product offering and the overall aim of this specific campaign
•    Realism of the proposed budget

Entries must be submitted online in 2014. No hard copies will be accepted.

What you need to submit

     •    Provide a title / theme for your idea
     •    Create a client brief for a Creative agency – maximum 1000 words. Appendices are inclusive of the
          1000 word limit excluding graphs and creative work
     •    Measurement of success
     •    Your entry may be accompanied by relevant supporting material
     •    Supply your brief as a Word document and upload as an attachment. Maximum file size is 15MB.
     •    Additional supporting material may be supplied as Word doc, PDF or JPG files. A maximum of 5
          attachments may be submitted. Please include your name in the file name and number them e.g 1 of 3
     •    Entries are to be submitted by an individual, not a team. Submissions must be original work created by
          the entrant

When we need it
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Please submit your entries online at www.ozcannes.com.au by 5pm, AEST, Friday 4 April 2014. Late entries will
not be accepted.

What happens next?
If your entry is judged to be one of the best, you will be shortlisted and progressed to the second round of
competition.

In the second round you will receive a new Marketing brief to respond to within 24hours.

More information and get connected
   •     Visit ozcannes.com.au for more information on the competition
   •     To be part of the Young Lions community, ‘like’ the News Corp Australia Facebook for updates on the
         competition and finalist’s announcements.
   •     Speak to your News Corp Australia representative for more information