Wilson Parking developed a major app to make it easier for customers to book from their phones – the first in Australia. But it also required them to store payment details online. So how could we explain the app and get customers excited enough to change their habits to pre-booking?
We started by asking what unique benefit the app provided to customers. The answer? It gave customers more control over their parking, making it easy to find the closest, cheapest park so they could get faster to where they really wanted to be.
This promise of simplicity was also the focus of an initial email campaign to existing customers, who needed to be switched to direct debit before we could publicly reveal the app.
“The Fastest Way To Your Perfect Park”. Simple, easy, and direct – just like the Wilson Parking App. We rolled out this tagline with a quirky key visual of a phone on wheels, suggesting the speed of the experience and even the fun users could have exploring and personalising their parking options.
We honed the app’s convenience value to one key claim, leading all communications: once the app is set up, you can book your perfect park in just 3 quick steps, taking mere seconds. These 3 steps are reinforced in the key visual with the on-screen message: “locate, book and pay”.
And the results? The campaign was a major success for Wilson Parking. The Wilson Parking App trended at #3 in the App Store on launch, with 50 thousand downloads in its first few months.