The Exchange Date
Social Media Strategy
The social media competition took the form of a game that asked people to answer fun, quirky multiple choice questions that helped them understand Forex Online and how easy it is to use. The more they played, the better their chances of winning the grand prize.
The game was played 281 640 times with an average game play time of 27 minutes per user. The winner went on an exchange date to Turkey, becoming a walking billboard and social media post for our campaign – Forex Online is as easy as being there yourself.
When FNB created Forex Online to make overseas transactions easier, we were asked to promote and teach South Africans how to use it. Apart from the obvious challenge to make foreign exchange fun – how could we create a campaign that essentially did what the product did?
Because Forex Online is as easy as being there to hand over the money yourself, we took the focus off the “exchange rate” and changed it to an “exchange date”, where the winner could win a trip overseas to, literally, hand over the money themselves.