In order of priority:
Awareness: As a new brand, we targeted 50% total awareness, with a stretch target of 5% top-of-mind awareness (a tough goal for a completely new brand!)
Sign-ups: We wanted 100% of our registration limit by the end of the campaign. *Context: There are regulations in place for new digital banking license holders in Singapore that GXS is subjected to for the first two years
Perception: Getting people to understand was crucial. Benchmarking based on other launches, we targeted 20% “aspirational” and “innovative” perceptions.
Advocacy: Advocacy was important for long-term growth. Aiming to be top 3 vs. key competitors (digital and traditional banks) we aimed for 35% Net Promoters.
