Case Studies – New Technologies
By Raha Naddaf, staff writer
(note: all case studies are in PDF format)
Hang
Seng e-Cards Service, Hang Seng Bank
The banking sector in Hong Kong faced a challenging period due to
the global economic downturn, shrinking interest margins and weak
loan demand. Banks needed to ensure that they provided premium services
and value-for-money to customers in order to increase customer loyalty.
In Hong Kong, the Internet is considered one of the most popular
communication channels. Among 6.174 million people in Hong Kong
(aged 9 and up), 40 percent (2.47 million) are Internet users. Hang
Seng e-Cards Service (www.hangseng.com/ecards) was developed to
enhance the bank’s modern image as being environmentally friendly
and promote its overall branding. Offering user-friendly navigation
and instructions, it has proven to be a cost-effective tool for
providing value-added services for customers. Since its launch in
December 2001, visitors to the bank’s web site have sent out
approximately 110,000 e-cards. All e-cards are designed and powered
in-house.
The
Masters of the Plaited Heart, STUDIO KERNEL
Grosuplje Bakery developed an advertising strategy that combines
traditional baking procedures and state-of-the-art technology. The
Grosuplje Bakery was using a rather clichéd corporate feature
television presentation without creating a recognizable identity.
For many years, the bakery had supported the preservation of traditional
customs in the local community, mostly by maintaining traditional
baking procedures. At the national level, the bakery wanted to maintain
its position of having traditional bakers, since this value is highly
appreciated by bread buyers. Demonstrating how to plait traditional
heart-shaped bread on television presented an opportunity to make
an effective communication move and strengthen the company's identity.
The bakery produced a three-minute video about plaiting bread and
broadcast it over media that could reach the widest public, improving
its corporate television presentation and strengthening its identity
with customers.
The Fleet Healthcare eValuator, Towers Perrin for FleetBoston Financial
To avoid passing on significant increases in the cost of health
care benefits to its employees, FleetBoston Financial decided to
adopt a new health care strategy. But the success of this strategy
in controlling costs over time depended on employees becoming more
actively engaged and informed about costs and choosing the coverage
best suited to their health care usage patterns. The challenge was
not simply to communicate new rates and vendors, but also to reorient
employees to a new way of thinking about their health care purchases.
The Fleet Healthcare eValuator was the solution. The eValuator is
a web-based tool designed to help employees choose the right health
benefit plans by giving them a cost/benefit analysis based on personal
health care consumption patterns. The eValuator makes it easy to
compare the costs under Fleet’s various benefit options and
estimates the tax savings that could result by contributing to a
tax-advantaged flexible savings account.
Global
Multimedia Presentation Solution, Cendant Mobility
Cendant Mobility specializes in relocation services, assisting corporations,
federal agencies and the military with job-related employee transfers.
A client presentation represents one of the most critical tests
of the company’s ability to answer the client’s individual
needs; a flexible and client-focused presentation is tangible proof
of their tagline, “The Advantage is Real.” The company
created a multimedia presentation solution as an innovative way
to present its capabilities and reinforce its tagline to clients.
The presentation allowed the company to promote the many advantages
they offer. The new system was developed to be consistent in identity,
style and content, supporting an array of other sales tools and
materials; versatile, to respond to varying presentation styles
and global audience needs; integrated, to help speak in a global
voice about the advantages their company brought to clients; and
engaging, with a mix of Multimedia and stories interwoven throughout
the system.
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