By Adele Tan Ren-Ai
Pitch It! 2018 is a Tertiary-wide Integrated Marketing Campaign Competition organised by the NUS CNM Society. This year marks the fifth edition of Pitch It! and it was organised in partnership with FRANK by OCBC and GOVT. With a total of 172 participants, making up 36 groups, each team had to put together an integrated marketing campaign to address a challenge posed by FRANK by OCBC. The challenge was:
How might we improve the OCBC Pay Anyone app to make it more inclusive and easily adopted?
During the Opening Brief, Prof Audrey, the Head of CNM was invited to give a welcome speech. All teams received three masterclass held by FRANK by OCBC, GOVT and Ms Satveer Kaur who is an Instructor with the NUS Chua Thian Poh Community Leadership Centre, as well as at the Department of CNM. After the first round whereby teams had to submit their pitches along with any other deliverables, FRANK by OCBC narrowed down to the top five teams who could proceed on to the final round; of which two teams were from NUS CNM. These five teams were then mentored by FRANK by OCBC and GOVT to refine their pitches and further develop them. The final session was held at OCBC Campus on 8th October 2018, with a panel consisting of panellists from FRANK by OCBC, GOVT and the CNM Department. A team consisting of 4 students from NTU Wee Kim Wee School of Communication and Information and 1 student from Singapore Institute of Technology emerged as the champion for Pitch It! 2018.
Currently, every bank has been promoting their apps in a very product-oriented fashion, bringing attention to the features of the app and general benefits in a direct manner – such as how using the app is very convenient and simple to use. This has been the conventional way that banks have been using to promoting cashless payment apps. However, we believe that our target audience- Millennials, are not receptive or fond of hard-selling and blatant messaging.
Our creative expression: “Don’t be that guy, just use Pay Anyone!” aims to have the audience perceive OCBC Pay Anyone as less burdensome than cash by helping the audience realise the benefits of Pay Anyone through self-reflection. When we say “don’t be that guy” – we all know that one guy who’s always late, that guy who always losing his things, or that guy who always blinks in photos. Nobody wants to be that guy – because being that guy means sticking out for the wrong reasons. He draws negative attention to himself, inconveniences others, and may even upset or frustrate others. With the help of our key insight that image consciousness is synonymous with millennials, we believe our creative expression will get them to reflect on their own experiences with cash and realise how burdensome it may be compared to using Pay Anyone on their own.
One example of how we are tying this idea to our tactics would be our recommendation to include a bill-splitting feature that helps to track payments and send automatic reminders in Pay Anyone. By including a feature that facilitates the bill-splitting process from beginning to the end, users no longer have to deal with “that guy” who does not remember to pay his share of the bill.
Implemented in NTU where almost all stores in NTU already accepts QR scanning as a mode of payment- we are confident our tactics will encourage our audience to adopt the app and integrate it into their daily living.
Several members of the 14th NUS CNM Society who had contributed to the success of Pitch It! 2018. Spearheaded by Adele Tan Ren-Ai, Project Director of Pitch It! 2018 and Quinntasha Ong, President of the 14th NUS CNM Society (5th and 6th from the left, respectively).
Behind the success of Pitch It! 2018, is the CNM Society. Spearheaded by Adele Tan, the Project Director of Pitch It! 2018, and Quinn Ong the President of the CNM Society, Pitch It! was the biggest external project for the society. With help from CNM’s Industry Advisory Council, the society was able to quickly secure a partnership with FRANK by OCBC and GOVT through CNM alumni networks. The CNM Society also actively promoted and publicized to students both on social media, and on the ground at various tertiary school visits. They also leveraged on FASStival, Student Life Fair, and various other student groups such as the NUS Engineering Society, Psychology Society and Political Science department to get a wider reach into the NUS community. These helped immensely in attaining one of the highest turnouts in the history of Pitch It! competitions.
Dr Jiang Shaohai, the CNM Society Advisor expressed how proud he was of the CNM Society; saying that he was extremely impressed with how Pitch It! 2018 had turned out, where Adele, Quinn and their Society had made great efforts in making it a very successful event.
As the Project Director of Pitch It! 2018, I would like to thank Prof Audrey, Dr Jiang, the CNM Department, FRANK by OCBC, GOVT, as well as my CNM Society for their support and help rendered throughout this year and a half long project. Each of you have played an important part in making Pitch It! 2018 a huge success!
More about Pitch It! 2018
Past clients that Pitch It! has formed a partnership with include VISA, Singapore Press Holdings and MediaCorp. This year, students from National University of Singapore, Nanyang Technological University, Singapore Management University, Singapore University of Social Sciences, Singapore Institute of Technology, Temasek Polytechnic, Singapore Polytechnic, Republic Polytechnic, and Nanyang Polytechnic participated in the competition.
Too keep up to date with future CNM events, follow CNM Society on our social media – Website, Facebook, YouTube, and Instagram. Catch more of Pitch It! 2018 at the official gallery.
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