US Bank

Convenient banking on the go

The mobile phone is becoming increasingly valuable as a lifestyle management device, and the convenience of online banking services illustrates this growing trend. A case in point: U.S. Bank's Mobile Wallet application, a wireless application that's transforming day-to-day banking for a growing number of American consumers.

After wirelessly downloading the app onto their mobile phones and creating a unique, six-digit security PIN, U.S. Bank customers can check account balances and history, transfer money, manage their budgets and more.

Powered by Firethorn technology, the Mobile Wallet addresses the key concerns consumers have about mobile banking – security, convenience and seamless coordination between operator and financial institution – all while offering true banking on the go.

To encourage more customers to adopt the Mobile Wallet, U.S. Bank, AT&T and Firethorn launched a co-op marketing campaign that included a 90-day Internet advertising blitz and a 10-week road show.

The Internet campaign targeted 25-35 year olds with banner ads on sites such as MySpace and CBS Interactive. The goal was to drive the audience to an interactive demo on U.S. Bank's Web site and motivate them to download the app.

The road show visited universities and companies' headquarters across the country. At each stop, a street team and a "Cash in with Mobile Banking" demo tent introduced people to the Mobile Wallet. Those who signed up and downloaded the application onto an AT&T device received $20 from AT&T. Those who did not have a U.S. Bank account were rewarded $50 if they opened an account and downloaded the app.

The campaign successfully increased awareness of the Mobile Wallet and increased consumer adoption of the application. It also provided U.S. Bank and AT&T with a wealth of valuable demographic information and service acceptance metrics.

Print
Send