Summary
Australia’s most progressive bank ‘Up’, launched a new feature MayBuy, to help Aussies ‘save now – buy later’. Aligning to their mission to help young Aussies manage their money better, MayBuy helps users buy things they actually want, with money they actually have.
To launch MayBuy, TABOO and Up took a position in the controversial conversation around ‘Buy Now Pay Later’ culture. We took aim at irresponsible spending by opening The MayBuy Exchange, a retail experience that flipped ‘shopping’ on its head. The pop up shop invited the public to come in and return any regretful purchases that they’d made, in exchange for money. Our custom-built, AI-enabled ‘Anti-Impulse Machine’ scanned each item and deposited its estimated value into visitors’ Up Saver Accounts, driving acquisition, rewarding loyalty and starting thousands on their saving journey with Up.
The campaign delivered well above campaign success metrics and was listed as one of SmartCompany’s “Ten Marketing Campaigns That Got The World’s Attention in 2022”.
Results
- 26% Increase in new customers (vs YTD weekly average)
- Over 60 million in PR earned reach (95 pieces of coverage)
- 86% Increase in website traffic
- 278% Increase in traffic to Ups’s Instagram
- 98.4% of exchanged goods were suitable for recycling or reuse
- 186.5kg of goods were diverted from landfill
- 75kg of greenhouse gases were prevented
