An integrated marketing communications campaign for Globe GCash beep MasterCard

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ireene C. Leoncio

Defense Panel Chair

Mary Julie V. Balarbar

Defense Panel Member

Moireen S. Espinosa
Reynaldo A. Bautista, Jr.
Joseph Ryan Co

Abstract/Summary

On third quarter (3rd) quarter of 2015, G-Xchange, Inc., a subsidiary of Globe Telecom launched the Globe GCash beep MasterCard, a reloadable prepaid card positioned as an Everyday-all-in-one card. The Card can be used for bills payment, buy prepaid load at a discounted price, online shopping and cash withdrawals from any ATM bank machines with MasterCard affiliation/accreditation. The beep feature allows the cardholder to pay for the MRT/LRT fare.

The Globe GCash beep MasterCard is meant to target the younger segment age 18-35 years old that are college student or working professional. The target audience is a user of debit card due to no monthly billings and annual membership fee. The respondents are heavy Internet users and own at least one (1) unit of mobile phone.

Brand awareness and increase card acquisition are the two (2) main objectives of the campaign to be able to rise against the clutter of three (3) competitor brands in the category: PayMaya Visa beep Card, Smart Money MasterCard, and Yazz Visa beep Card.

To reach on the target audience, the following contact points were used: Digital Media such as social media, Search Engine Optimization (SE0) and Banner Ads. Furthermore, Below-the-Line (BTL) such as brand activations through bazaars and school fairs in different areas of Metro Manila were also utilized.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05987

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

ix, 168 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns; Telecommunication

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