Mark Onikul Reserve Bank of Australia€¦ · NGB5 Online Mentions . Media appearances . Mobile App...
Transcript of Mark Onikul Reserve Bank of Australia€¦ · NGB5 Online Mentions . Media appearances . Mobile App...
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Innovation in Banknote Communication
Mark Onikul
Reserve Bank of Australia
27 September 2017
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Overview
Experiences
- First Polymer Series
- Next Generation Series
Outcomes
The Future
Questions
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Importance of Communication
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CONFIDENCE Avoid
confusion
Source of reliable
information
Manage criticism
Manage expectations
Cut through distractions
Overview
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First Polymer Series
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First Series – Key Messages
New substrate (polymer)
New designs
New security features
New banknote sizes
Portrait changes (Chisholm, Queen)
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First Series – Media Landscape
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First Series – Activities
Media launch
Printed material (leaflets and posters)
TV advertisements
Printed advertisements (newspapers)
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1992 Series Advertisements
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First Series – Lessons
Public concerns
Earned media potential
Longevity of printed material
Advertising modified after agency engaged
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Next Generation Series
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Challenges
Low counterfeiting rate / more than 25 years
- Public complacency
- Limited familiarity with upgrade process
Diverse (high-risk) audiences
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Audiences
Key Stakeholders
• General public
• Media
• Law enforcement
• Financial institutions
• Cash-in-transit companies
• Casinos
• Retailers
• BEMs
• Educational institutions
High-Risk Groups
• Regional
• Older generations
• Culturally and Linguistically Diverse
• Aboriginal and Torres Strait Islander
• Vision impaired community
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Media Landscape
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Key Messages
Why banknotes are changing
How to identify new security features
Legal tender status of old banknotes
Where to go for more information
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Owned Media
Earned Media
Stakeholder Engagement
Paid Advertising
● Banknotes website
● Mobile app
● Printed materials
● Digital resources
● Translations
● Supporting articles
● Numismatic sale
● Opportunities in print, radio, online and television
● Media training
● Social media
● B2B stakeholder engagement
● APCA working groups
● General stakeholder outreach
● Vision-impaired community
● BEMs
Approach
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Paid Advertising Channels
Digital interactive banners on websites and mobile devices
Video short advertisements alongside online video content (YouTube, catch up TV)
Press indigenous, CALD, community, regional and rural publications
Radio in-language advertisements, and Radio and Print Handicap Network
Search paid search engine optimisation and featured ads to drive traffic to banknotes website
TV short advertisements on regional television stations
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Communication Activities
Stakeholder engagement/partnerships
Ongoing public education
Developed sources of truth
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RBA Website
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Banknotes Website
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Banknotes Website - FAQ
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Banknotes Website - Portals
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Reserve Bank Articles
Date Article Topic
September 2017 The Growing Demand for Cash
March 2017 How Australians Pay: New Survey Evidence
March 2017 Recent Trends in Banknote Counterfeiting
December 2016 The Future of Cash
September 2016 New Banknotes - From Concept to Circulation
September 2015 Banknote Stakeholder Engagement
September 2015 The Life of Australian Banknotes
March 2015 Australian Banknotes: Assisting People with Vision Impairment
June 2014 Cash Use in Australia
March 2014 The Next Generation Banknote Project
June 2012 Banknote Quality in Australia
September 2011 Cash Use in Australia: New Survey Evidence
September 2011 Recent Trends in Counterfeiting
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Creative Concept
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Repurposed Assets
Video Website
App Museum
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NGB5 Advertisement
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NGB10 Advertisement
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Repurposed Assets
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New York Magazine 3.5 million
RBA YouTube 1.3 million
Tech Insider 6.8 million
Video Success
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Supporting Videos
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Industry Training Video
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Digital Advertisements
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Social Media
Social media policy
Twitter ‘teaser’ campaign
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Social Media Interest
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NGB5 Online Mentions
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Media appearances
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Mobile App
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Museum Screens
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Public Outreach
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Outcomes
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Key Outcomes
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The Future
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Learnings
Earned media supports campaign
Strong creative enforces key messages
Shift from awareness to education
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International Experiences
ECB - pizza, television and roof tile videos
Bank of Canada - $5 space launch
Bank of Canada - konami code Easter Egg
Bank of England - Twitter Q&A
Norges Bank - ‘cod’ video
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$5 $10
Digital Strategy
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Blue Sky Options
Augmented
Reality Virtual
Reality
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Wrap Up
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Wrap Up
Explore innovative approaches
Embrace new technologies
Adapt to a changing environment
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Discussion
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Discussion
What are your experiences in communication?
What innovations are you introducing?
Questions?
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Thank You