CHALLENGE: We were tasked by Zenith Payments to lead and execute the launch of ZAAP, Australia’s new low-cost, prepaid Mastercard for school aged children (between 5-17). ZAAP was second-to-market, however the opportunity was that ZAAP is the first wearable pre-paid Mastercard wristband for kids in Australia and brought more choice and options to parents.
STRATEGY: We developed an integrated PR campaign to raise awareness of ZAAP, including: extensive media relations and one-on-one briefings pre-launch targeting parenting, consumer, personal finance and consumer technology media; a macro influencer program; and media partnerships with Mamamia and renowned parenting expert Dr. Justin Coulson.
IMPACT: Launch coverage included more than 100 pieces of coverage across key media verticals with top-tier coverage appearing in national broadcast and print outlets. There was 100% brand mention in all coverage and 95% positive sentiment. Responses to the influencers’ content was very positive, resulting in direct sales and driving traffic to the ZAAP website.