eBucks.com, the FirstRand Group's Rewards Programme and Internet Banking portal, announced today that it had achieved financial break even, eight months ahead of schedule.

Since launch in October 2000, the initiative has attracted half a million customers to the Rewards programme, making it one of the largest in South Africa.

According to Janine Hills, Head of Marketing at eBucks.com the continuity of its branding campaign and the tactical nature of its marketing strategy have been largely responsible for the success of eBucks.com. "According to Research Survey eBucks currently enjoys a 50% percentage of brand awareness in its Internet Banking and Rewards Programme category," she says.

Hills emphasizes that the company's strong market awareness has been achieved through a mixed marketing and a eCRM campaign. "Initially we created brand awareness through an above the line advertising campaign in mainstream media including TV, Radio and print," she says. "Today we use a range of media, targeting 'bricks and clicks' customers both online and offline.

Hills adds "its not about having a big budget its about balancing the business objectives with marketing and consumer needs, then being selective with the correct medium and with great creative to achieve a winning formula that is an experience for the consumer."

"As our customer base has grown we have extended our approach to incorporate eCRM. Our electronic customer relationship management programme makes use of tools such as eBucks monthly e-mail newsletter, called Just Rewards as well as personalised SMS interactions."

Hills concludes that permission-based marketing and a less than 24 hours customer complaint response time has also kept customer's personal choices and decisions constantly in the picture "throughout their lifecycles" and this 'customer respect' based strategy has meant a sustainable customer base for eBucks, FNB and FirstRand.

About eBucks:

eBucks, the rewards programme offered by First National Bank (FNB) and RMB Private Bank, is acknowledged as one of South Africa's leading rewards programmes with highly active members spending in excess of 80% of the eBucks earned in any given month.