Page 37 - AdNews Magazine Nov-Dec 2020

When the pandemic hit, amaysim, between March and June, gifted all one million of its mobile customers more than 9571TB of bonus data at no extra cost. The push included a partnership with VICE Media Group with the amaysim at Home variety show, offering entertainment and respite during COVID-19 lockdown.
“We also identified cost of living as a major point of concern for many Australians and began working on a new content series with Australia’s cost of living expert Joel Gibson [author of Kill Bills], with the objective to showcase the big difference that simple changes can make to a household’s bottom line,” says Garner. “This content partnership has been hugely successful for amaysim and has been extremely well received by our customer base.”
Farewell old friend
Account activity at neobank 86 400 shows how spending patterns have shifted during the COVID-19 pandemic.
“They're not spending on travel obviously to work, but more broadly they're actually spending more on health and fitness now that the gyms are back,” says Travis Tyler, chief product and marketing officer at 86 400.
“They've got more time because they're not spending that commute time. They're definitely investing more in technology and we have seen a rise in spend in entertainment services, particularly those consumed at home. Our most popular recurring expenses now are Spotify and Netflix.”
A key area of marketing focus Tyler has found effective is demonstrat- ing how you're helping rather than telling people you're there to help.
“There's been a lot out there,” he says. “You know, ‘We're here to help in these unprecedented times’.
“Which is the most overused term in the world and people have got a little bit tired of that.
“They actually want to say, ‘I know that. Show me how you're actually going to help me in these unprecedented times’.
“And ultimately that is, ‘Give me a better deal, give me a better experience or give me a better way of doing what I'm already doing’.”
Tyler says in the past six months he’s become far more data driven with acquisition activity.
Bottom of page: David Fox and Lee Leggett.
“We've gone from startup to scale up. We're far clearer on who our intended customer segment is. Luckily, it matches who's joined us so we've adjusted some of the messaging so it's more relevant as a result of the pandemic. We've actually adjusted our messaging on how we're saving beyond the core proposition of the product.
“Then the other thing for us here, we're newly digital and have been for the past six months, which has allowed us to test our brand messaging as well, which has been helpful for us.
“So we've started to focus a little bit higher in the funnel, not just at the bottom of the funnel around conversion, which has actually been really helpful because there's a lot more people engaged online. There's more moments in the day to actually engage with people in a meaning- ful way.”
The real pivot
James Lawrence, co-founder of Rocket Agency, was over the word “pivot” by June.
“But I was wrong,” he says. “Pivoting was real and really is synonymous with hustle and entrepreneurialism.
“I’ve seen physical events companies go virtual and have
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