Dosh and The Edge moved in together and achieved incredible results

It’s not every day a FinTech brand and a radio station move in together, but that is exactly what Dosh and The Edge did with their The Edge $ 50K Flatmate with Dosh campaign.

Dosh, New Zealand’s first digital wallet, went from friends-to-flatmates with The Edge in an integrated seven week campaign that ran through May and June. After a five week lead-in of pre launch and registration, 10 contestants moved into The Edge $ 50K Flatmate with Dosh house to compete for the dosh against listeners through a series of challenges, with their every move captured on a 24/7 livestream for two weeks.

Through the process of elimination, there were three finalists and one winner. Listeners engaged to win money, with payment transferred instantly to their Dosh wallet.

Supported by Digital & Outdoor in a true multi platform campaign including digital billboards, an activation and floor media at Britomart station, MediaWorks and The Edge took listeners from non-believers to converts for Dosh, creating an unforgettable campaign that allowed people to hear, see and engage with Dosh. Key achievements include:

• A 200% increase in app downloads
• Growing to become #1 in the New Zealand App Store for finance
• 551 flatmate applications

Dosh’s aim was to build awareness and trust, being that the brand is only six months old.

Dosh co-founder James McEniery says: “Kiwis weren’t sure of what a digital wallet was…. Partnering with a brand like The Edge brings a whole lot of credibility because The Edge isn’t just going to partner with anyone. The ability for us to activate alongside The Edge branding really helped us build awareness, build trust.

“We could see users coming to our website every time there was an activation across The Edge, or one of the liners was used. At one point Dosh was used like 300 times a day. It was amazing.”

McEniery also liked the ‘authentic and organic’ way The Edge hosts spoke about the brand in voice breaks.

“They would do a sound bite, ‘hey I bought a coffee, you owe me Dosh’, and they’ll do this interaction. It just really worked for us,” he added.

MediaWorks General Manager – Direct Sales Tim Lockhart says: “MediaWorks was thrilled to partner with James and the Dosh team, the challenge was laid down to deliver deep engagement and direct response from the notoriously media transient 18-30 demographic. Harnessing the full power of a truly integrated, Multiplatform offering, the results speak for themselves. Thank you to Dosh for trusting us, we can’t wait to do it all again!

To check out a video of the Dosh and MediaWorks collaboration, click here.

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