1. Case study Get This Car app

2. The reason behind Key innovation drivers
Nowadays consumers want instant information.
All banks conduct campaigns about their car loans before and during the Belgian Motor Show. Record bank wanted to stand out, showing that a smaller bank can also be innovative.
(Car) loans are a key product for Record Bank. Thanks to this app, Record Bank increases its visibility in the marketplace and its production of car loans.

3. Uniqueness
The Get This Car app is the first app for car loans and works like the app ‘Shazam’. Consumers can scan a car ad and instantly discover the cost of a loan for that car at Record Bank.
The relationship between the client and the local bank agencies and credit brokers is crucial at Record Bank. However, through the app consumers can obtain information about car loans at any given moment. The app then generates more leads for bankers and brokers, who follow up whenever they are contacted by a consumer through the app.

4. Concept and objectives
An app that allows you to scan any car advertisement (print, radio or TV)
You instantly receive a simulation for a car loan at Record Bank
The app redirects you to the credit brokers and bank agents using the branch locator

5. Concept and objectives
New customer acquisition
Cross-sell to existing customers
Sales objective: number of sales in %

6. Implementation Target group Timeline and process steps
All consumers in search of a car loan
Timeline and process steps
August 2015  Concept development
September 2015  Go on the concept and feasibility study
October – November 2015  Development of materials and testing phase
7th of December 2015  Launch date campaign and availability of the app
Mid-January 2016  Boosting of the campaign
The app will remain available for consumers, even after the marketing campaign has ended at the end of February 2016

7. Campaign materials Launch materials Get This Car App
(available in Google play and App Store)
Media
Billboards and posters
Billboard

8. Campaign materials Launch materials Posters in showcase
Materials in bank agencies
Posters in showcase
Leaflets
HD screens
ATM screens
Leaflet

9. Campaign materials Launch materials Local marketing
House-to-house advertisement
Optional local letter and
Central direct marketing
s sent to clients:
s sent to insurance clients
(prospects who have insurance product at bank agency):
s sent to fanbase of Essevee:
Text messages sent to clients:
Local letter and

10. Campaign materials Launch materials Website Online campaign
Carousel on home page
Landing page
Product page
Online campaign
Bannering in online banking tool
Carousel on blog
Q&A
Demo movie
SEA
Mobile  about the app
Non-mobile  about car loan
Posts on Facebook and LinkedIn
Facebook ads
signature
Bannering external websites

11. Campaign materials Launch materials
Communication to employees, bank agents and credit brokers on internal platforms
Sponsorships
Car stickers
Press release

12. Campaign materials Boost materials
Materials during Belgian Motor Show (14-25 January)
LED screens in subway station
Smaller billboard 2m2
Reminder s and text message
s sent to clients:
Text messages sent to clients:
Facebook competition for bank agents and employees
Communication and updates on internal platforms

13. Results Current status and progress
Number of app users and filled out contact forms from 7/12 until 7/01
4.184 users
510 filled out contact forms
Lots of positive feedback and comments, both internally and externally

14. Results
Press results
2 articles published in Le Soir and De Tijd (2 national key newspapers in Belgium)
Several online articles

15. Challenges Obstacles and issues faced
Ensuring that developer’s code was in line with the Record Bank security standards
Ensuring that all external partners were in line with the Record Bank security standards
App performance was low during testing, especially on low-end devices  Challenge to drastically improve this before launch
Timing issue  Much more time was needed for testing of the app than foreseen
First app of this category to be designed within Record Bank  Unknown aspects and lots of technical questions, such as how to submit an app in the stores