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VocaLink

Client: VocaLink
Brand: TopUp and Go

How we got in touch with a new audience for VocaLink

The brief

To create a campaign that reinforces the convenient, quick and hassle-free nature of cash machine top-ups.

• Increase awareness of the Top-up and Go service, reinforcing the brand in the process

• Demonstrate the convenience of topping-up at a cash machine

• Getting people to use the service, shifting behavioural habits to top-up this way

The challenge

To educate an online audience about a offline service

A low top-up frequency means we’re unlikely to catch PAYG owners at the point of needing to top-up. With prompted awareness of Top-up and Go at just over 50%, we needed to get the brand front of mind for PAYG owners for when they do need to top-up!

The strategy

#Surprise2ndUse

By showing – and giving away – an irreverent range of objects with a surprise second use, we made the connection between student lifehacks and the cash machine’s own surprise second use - a place to top-up your mobile.

The results

We reached 38,000 freebie-hungry students over 5 days

300 transactions were made at the cash machines

326 competition entries

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