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Javier Borderias - Banking on Innovation: The BBVA Game

Javier Borderias - Banking on Innovation: The BBVA Game

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BBVA is changing the way consumers bank and driving online banking adoption in unprecedented ways. Join its creators for a dive into the design lessons learned at one of the world's largest banks.

BBVA is changing the way consumers bank and driving online banking adoption in unprecedented ways. Join its creators for a dive into the design lessons learned at one of the world's largest banks.

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Javier Borderias - Banking on Innovation: The BBVA Game

  1. 1. BBVA game Javier Borderías Maroto BBVA Innovation & New Technologies Manager Twitter: @jborderias Kitinx at #BBVAGame
  2. 2. 2 The beginning
  3. 3. 3 The context scam rebound budget squeeze financial aidephishing unemployment banking choices by customerdownsize per capita incomemultichannel financial crisis turmoil loyalty platform liquidity downturn www. digital GAMIFICATION consumption security web reward mobile analytics identity theft risk aversion …
  4. 4. 4 The constraints Would you ever play with your bank? BBVA & Game: The constraints • Money is a serious stuff • Banks deal with money • BBVA is a Bank • Playing with BBVA? … (1) the use of game design techniques, game thinking and game mechanics to enhance non- game contexts. Source: Wikipedia http://en.wikipedia.org/wiki/Gamification Advantage • Really? • … and more • ... and much more • Why not?
  5. 5. 5 Biz rqmts Increase active online users Retain actual online users Enrich the profile of your customers Cross/ Up Selling Expanding marketing activities (emailing + mgm) Incentives and promotional actions (Integrating music + other incentives) BBVA challenges Banking product and services: Checking account, credit cards, CDs, loans, mortgages, … Online banking transactions: transfer on line, electronic billing, download account information, setting up alert service, … Educating our customers: Videos and quiz as a biz tool Qualifying our database: Enrich the profile of your customers, e.g., email, cell, … Marketing actions as one of the challenges: member get member to create community and manage marketing budget more efficiently Unexpected challenges: Let us connect monthly campaigns at BBVA Spain with our game platform. The challenge
  6. 6. 6 BBVA Game Product and services Online transactions Financial Education Complete your profile Invite Friends Unexpected challenges LigaBBVA Football Tickets NBA trips Tablets & Smartphones Music downloads Movie Views BBVA game challenges BBVA game rewards AuctionsPayments and ATM use
  7. 7. 7 BBVA Game in figures 110,000 BBVA Game players (yesterday) 0€ Invested in Paid Media +50% Different towns, cities and villages x16 video views on product and web functionalities x5 improvement in customer data qualification
  8. 8. 8 Lessons learned The power of video as an educational resource… Banking’ and ‘Viral’ fit in the same sentence. Make it social from the very beginning … Points, Badges and Leader boards works, but… Sweepstakes work… if you make it easy to understand. Stick to your customers.
  9. 9. 9 BBVA Game … After 9 months • It is still a gamification baby. • With 110,000 active users • It is not a real game. • It is really focused on our BBVA web users. • It is growing towards a multichannel strategy • It is becoming a loyalty platform. … was born as an attempt to take advantage of game mechanics to enhance the use of our transactional web. … and will be what our customers want it to be
  10. 10. 10 What our customers say I think it’s a very smart way of showing the potential of bbva.es Hi, I’ m “tittopulo” and I have spoken about BBVAGame to my family&friends. It’s great and funny. It’s a really engaging system. Even more if we take into account this difficult days we are living I love it It’s quite a good way of rewarding customers. Thanks a lot It took me some time to beleive it! There are some friends of mine that still don’t beleive it FANTASTIC! Very quick communication. Totally transparent sweepstakes system. I just can say good things about it. Very good proposal. It allows me to be informed all the time and learn many things about the online banking. Really easy to use.
  11. 11. 11 Thank you. Javier Borderías Maroto javier.bmaroto@bbva.com BBVA Innovation & New Technologies Manager Twitter: @jborderias Kitinx at #BBVAGame

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