Fringe with Benefits 2016



Brief

Brief

To bring to life a customer-facing program conceived by BankSA as Principal Partner of the Adelaide Fringe Festival, aiming to generate new business and reward existing customers.

Strategy

Strategy

We developed a suite of unique and desirable events and giveaways available to BankSA customers who registered to be part of the program, Fringe with Benefits. These were designed to integrate with the wider Fringe program and amplify customers’ experience of the Fringe, as well as encouraging new customers.

Execution

Execution

Alongside event planning, Willett Marketing managed all member communications, sending over 60,000 email invites across the Fringe period. The community management was complex, with almost 4000 community members to welcome and involve. We generated flexible guest lists for all events, working with a constantly changing set of RSVPs from members. All events were specially designed, branded, and hosted by Fringe with Benefits representatives, ensuring an exciting and unique experience for guests. We also ran two concurrent Instagram competitions, #BankSAEyeWitness and #FringewithBenefits, aimed at bringing beautiful Fringe content to BankSA’s social channels.

Results

Results

Almost 4000 BankSA customers signed up to be a part of Fringe with Benefits, and over 2000 were actively engaged by attending a hosted event or receiving an additional benefit such as a voucher. Feedback from the Fringe with Benefits community was overwhelmingly positive, with members surprised and delighted by the uniqueness of the events and the generosity of the bank.