SEB Internetipank - nurga promo-bug

Description

We started the internet bank campaign in TV by adding opening corners to popular shows (for 5 days in TV3 and Kanal2, 2–3 times a night). The goal was to announce that SEB’s new internet bank is now ready and to create curiosity. Different advertising elements have appeared during the shows in the past but this technical solution was used the first time and it was created specially for SEB. It was also remarkable because of its size. Survey (Norstat, dec 2010) showed that 31% of the target group (25–55 yrs, SEB’s main target group) noticed the corners. “The show contains” clips was noticed by 67% of the target group and this noticeability is 12% better than for ordinary clips shown during advertising breaks (60%). Results: ROI, achieving client’s goals. This TV campaign was a part of a bigger campaign, the total results for the whole campaign were as follows: * When the campaign ended, 96% of clients used the new internet bank (goal was 80%) and that showed that the new web was well received. * During the campaign SEB got 3 times more new contracts (goal was 2 times) than usual. As a result they gained more home bank clients than was expected and that also proves that internet channels are important when choosing a bank – if they are better that the competitor’s they offer a clear advantage. * The goal for Rahapäevik (Money Diary) users was exceeded by 15%.