After more than two years of development, the BCI launched a new innovative offer for its young customers at the end of February: the Club Mouv’.
This new offer, which is included for free in the package dedicated to young customers, will allow the BCI to distinguish itself even more from its competitors.
A 100% digital club reserved for 12,000 BCI customers owner of a “Ma Banque #16-25” contract, Mouv’ allows young Caledonians to benefit from discounts and exclusive offers in a network of partners, which will be expanded over time and already includes more than 70 merchants, via a dedicated application.
For the later, being part of the Mouv’ club allows them to reach a large target of young New Caledonians, to manage their seasonality and to increase their turnover in the long term.
In addition, the contact established with the various retail partners during the creation of the network makes it possible to increase the BCI’s visibility on the local market and to enter into banking relations with new professionals and companies.
The implementation of this new offer went through different stages:
- A survey of a panel of young New Caledonians to define their expectations, their consumption habits and their communication channels;
- The development of a dedicated application, designed in the spirit of the social network news feed;
- The canvassing of a network of partners recognised and appreciated by young people (such as Burger King, Rip Curl, mk2, Kookai…);
- The creation of a fun & offbeat universe featuring 3D characters (this track was submitted and validated by the youth panel);
- The production of a sound identity by Nuka, a young beatmaker from New Caledonia who has collaborated with Jason Derulo;
In order to support the “traditional” launch communication campaign (television, press posters, radio, web), the BCI also called upon some fifteen Caledonian influencers to promote the new service on TikTok and Instagram.
The application has already been activated by more than 15% of “Ma Banque #16/25” customers, less than two weeks after the launch.
This project, unprecedented in the Caledonian banking world, will enable the BCI to ensure the loyalty of this strategic clientele for the future. It is perfectly in line with the CAP22 strategy by combining the 3 main pillars which are :
- The customer (loyalty tool and high value-added service)
- IT (dedicated application)
- and Human (sales support tool for employees).
