ONE EXTRA DEAL by Mediacom Tallinn for Swedbank

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ONE EXTRA DEAL

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Industry Banking, Banking & Financial Services
Media Promo & PR, Case study
Market Estonia
Agency Mediacom Tallinn
Released May 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SWEDBANK
Product/Service: INTERNET BANKING
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: TRENDMARK MEDIACOM ESTONIA, Tallinn, ESTONIA
Entry URL: https://www.swedbank.ee/intro/
Head of Digital Media: Patrik Kupenko (Trendmark)
Media placement: Digital - Permanent Surfaces Of The Client - 01 May 2009

Results and Effectiveness
While analysing the permanent surfaces and optimising the choice, we diminished the monthly budget by 34.29% and achieved 7.34% more comprehensive coverage with a lower budget, and 6.69% more contacts (contact clicks) compared to the previous period. After optimising, the average contact price (click) was 38.98% cheaper for the customer. Additional value of the interpages: Every Internet campaign of the customer can be amplified out of budget (without media money) by 5%-10%. A new “personal channel” has been added to the customer.

Creative Execution
In the course of preparing the strategy we created the concept of an interpage format, according to which the creative agencies executing the visuals of different campaigns can make their designs. An interpage is an ordinary web page, 30% of whose surface is covered by a “link to the Internet bank” and 70% of the surface presents the message of the current campaign, including a link to the campaign site. Through that we created a new “personal channel” for our customer, comparable to ATMs, office surfaces, etc.

Insights, Strategy & the Idea
Challenge: to create a strategy for taking better advantage of the customer’s long-term permanent banners and boosting campaigns through existing solutions. Based on the analysis results, we created an interpage, before reaching the Internet bank, behind permanent banners. Every person accustomed to entering the Internet bank through a permanent banner in some environment now had to make one extra click on the interpage and at the same time they were shown the offers of current campaigns covering the whole screen. Interpages help us reach very large numbers of people who are on the way to the Internet bank. As the products of Swedbank are largely purchased through the Internet bank, it makes interpages the most effective channel for the current campaigns – we draw people’s attention to the offers immediately before entering the environment that makes purchasing a relevant object possible/comfortable, etc.