Longtail was asked to help Bankwest Business drive applications for the Bankwest Business TeleNet Saver and Term Deposit accounts. A results driven client, Bankwest Business’ focus with all digital campaigns is to drive online product applications. The business has very specific brand style guidelines to adhere to and a rigorous internal sign off process.
Using a tight budget, the client asked us to generate applications to achieve volume and cost per acquisition targets on a par with the previous year, despite the tough financial market conditions!
We believe that this was one of the most sophisticated combined media and creative strategies ever used in Australia.
Utilising very sophisticated ad sequencing and behavioural targeting, we were able to ‘tell a story’ using an evolving creative message – ultimately creating over 200 ads for the campaign! In combination with a supporting media schedule that would deliver the best value measured by cost per acquisition, we believe that this was one of the most sophisticated combined media and creative strategies ever used in Australia.
The client has acknowledged that this strategy resulted in significant improvement of performance and lower cost per acquisition! The highlight was the behaviourally sequenced ads which generated a significantly improved performance, with click to conversion rates in treble percentage figures.
This case study demonstrates our ability to work within a very competitive market, the financial services industry, and exceed KPI’s whist working with a large national brand.