Financial Services (105)
Legal fare dodging
Launched in January, Promobilletes sells public transportation tickets in Barcelona at discounted rates of 10 to 50 per cent thanks to sponsorship from advertisers.
As well as benefiting travellers, the brands sponsoring the tickets gain exposure on the Promobilletes website and can send personalized notes out with the tickets to travellers making purchases.
Promobilletes brings commuters respite from increasing ticket prices while giving advertisers an opportunity to generate considerable exposure.
Why it matters
Sponsorship in this case is a win-win solution, as commuters and advertisers alike reap a benefit. It’s a great strategy to demonstrate brand compromise with consumers. Can you think of ways how your brand can gain more visibility by providing a useful service to your consumers?
Portuguese BES bank [Banco Espírito Santo] just launched the b-a-bes – a dictionary that helps customers understand bank-related terms and will hopefully increase economic literacy levels. This online tool recalls the expression “b-a-bá” (babbling) and includes videos, graphics and answers to frequently asked questions about economic jargon.
After the 2001 crisis, students in Harvard University’s Kennedy School were given a case study involving Turkey’s leading bank Akbank, and its growth strategy during those tough times.