BPI Expect More Freedom Campaign
I was checking my Multiply account when a header ad from BPI got my attention. I’m not too sure it was the prize that got my attention or the copy “Show us your freedom”. Anyway, I ended up clicking the ad and was led to a micro site with a video player. I decided to watch the video since it was initially interesting. I was a bit surprised to find out that the video was actually a “choose-your-own-adventure” type of application. At the end of every clip, you get to pick what you want to do and a different video plays each time. More details about the campaign as well as some analysis after the break.
After watching the video, I decided to click the link leading to the mechanics. Interesting stuff. Basically you create a video showing what you would do if you had more free time. You have to include a shot of you using the BPI Express Online Banking system. The video with the most number of views wins the laptop, the second placer gets a Sony Cybershot Camera.
Campaign Pros
First, let me just say that this is a really creative execution. The “choose-your-own” adventure spin was a novel idea for a banking micro site. The use of the jumping peeps together with the choose-your-own element all scream freedom – which is basically the attribute that the brand wants to identify with. Never knew promoting banking could be such fun, haha!
I think one of the reasons why they tried to tap user generated content is because they want the site and the videos to be viral. This has potential but they should ask themselves the question if the prizes behind the contest worth the effort of shooting and editing a video?
Campaign Cons
Based on their Youtube channel, only a few people have joined the contest so far. Like what I said above, I don’t know if the effort of shooting and editing is worth the chance of winning a laptop or camera. This is also possibly because the “choose-your-own” video takes the attention away from the actual contest once you’re in the site. There’s a major loophole in the mechanics. I can have 10 people keep on re-clicking the video so that the views will reach thousands in less than a day. I can get away with making a crappy video and just “click” my way to a new laptop or camera.
The campaign could have been done better if they also introduced a database building feature somewhere in the micro site. The problem with short-term campaigns like this is that after the promo there’s nothing else to do. It just fizzles out. You won’t be able to talk to the consumer again after (unless they sign up for the online banking system feature).
By the way, I’m seriously thinking of joining, haha. Talking to my brother and friends about coming up with an insanely ridiculous video for this. Stay tuned. Follow me on Twitter or add me up on Facebook! You can also Subscribe to New Media Philippines by Email.
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6 Responses to “BPI Expect More Freedom Campaign”
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Agree! There’s no follow through with this one. And since you mentioned about the prices, I find it simple. Knowing BPI, I think they should have thought of a more irresistible price package.
Since they are hoping for videos to go viral, content should be at least entertaining or attraction worthy. And for individuals to do such, will take time and creativity which will be compensated by a laptop and camera.
Nice observation there Carlo!
heyyy! we are part of this contest!
we submitted a video about basketball, surf, baguio, la union and travelling in general!
of course a video showing us using various bpi services!
we titled it Breaking Free 24/7 with Bank of the Philippine Islands
check it out, and pls rate and leave a comment! thanks!!!
Please check this out… there’s an issue with YouTube since the view count is frozen…
Express Freedom?
Kindly just rate and provide your comments to be counted.! THANKS!
Hi to All…. we just joined the BPI contest… and please support us by simply viewing our video… just click More Family Time (with BPI) … please add comments and rate it! View it daily to add more votes.
Now na!!!
hi everyone,
i also joined the contest and it would be nice if you checked it out as well. best of luck to all of us. please check my video out as well!
http://www.youtube.com/watch?v=53iGgzsg3tI
hi carlo,
i’d also like to add that the complete contest mechanics found on the smaller print of bpi’s contest states that: The ten (10) entries that will receive the highest number of votes during the Viewing Phase will be the potential Grand Prize winner. This means, invariably, that a massively large viewcount does not grant immunity from the judging phase. Or at least I’d like to hope. hehe. here’s to fair judging and healthy competition.
ps. you have another new follower of your blog just now. ^_^
Hi Carlo,
I just want to make a quick announcement regarding this contest. Not all of those who joined the contest were invited in the awarding ceremony. Which for me was very unprofessional for the promoters.
Yeah I was informed that there is this firm who handles this contest, not actually anyone from BPI, I guess.
Anyway, this is what I’ve learned in joining this contest, since this is my first time in joining one. I’ve learned that it was all about marketing. It has nothing to do with your capability to conceptualize a video. It was all marketing for them. I have an evidence.
Thanks. Great site btw.