How do you humanize a machine? The Coinstar experience can be cold and mechanical, completely devoid of human interaction. Add the fact that many customers have negative associations with the exchange—particularly the noise and the potential for embarrassment. And you’re left with a brand your customers don’t really think about until they need it, and then forget about as soon as possible.
The rub? Coinstar actually helps people make ends meet. And there’s no shame in being money smart. In fact, the opposite is true. So we developed the Coinstar Change Makers campaign to remind people of the power coins still have. We found our audience in unexpected places and spoke to them in an optimistic and empathetic voice, encouraging them to get the most of all their money.
To humanize the brand, we discovered a coin-loving spokesperson and sent him out, pockets jingling, to remind folks of the #PowerOfCoins. Engagement on social extended the campaign and converted customers into “coinvangelists”—helping us build brand affinity in the process.