ProCreditBank
- Media
- Media strategy
- Comprehensive media campaigns
Campaign goals
The agency was tasked with attracting new users to deposit money into savings accounts at ProCreditBank. The desired target audience, as identified by the bank, consisted of individuals with above-average income who were specifically interested in long-term bank deposits. Additionally, the bank's internal statistics indicated that these were typically men and women employed in the public or private sectors, living in large metropolitan areas.
The main challenge
As we know, attracting funds for deposit accounts is one of the most competitive niches in the banking industry. Users have numerous criteria beyond the interest rate for choosing a bank. ProCreditBank was not in the top 10 for brand recognition: according to TNS data at the beginning of the campaign, it ranked 15th among the top Ukrainian banks. Therefore, the campaign needed to be both informational—to highlight the advantages of ProCreditBank—and lead-generating, to prompt the desired action from customers.
Solutions and tools
Therefore, the campaign for attracting deposit funds consisted of two equally important parts:
1. Brand Awareness: Communicating the German origin of ProCreditBank to the target audience to build trust.
Tools:
- Banner and video ads on programmatic services (narrowly targeted at people who matched the target audience profile and were interested in banking deposit services).
- A package of UMH RON (business and finance) audience was purchased, as it was highly relevant for the defined target audience.
The planned reach was set at 900,000 target audience members with a frequency of 4+ (ensuring that each user would see the ad at least once a week).
2. Trial: Acquiring new clients for deposit accounts.
Tools:
- The majority of traffic was sourced from services that not only displayed text ads (Google search) but also conveyed the unique selling proposition (USP) of our offer and the bank's image.
- All effective CPC-based (Cost Per Click) purchasing methods were employed, including Google Search, AdPartner (programmatic base finance), Facebook, Minfin+Finance (deposits).
Campaign Results
-
32%The average deposit flow has increased
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by 2.2 timesMore transitions than planned
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4%Additional video views
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20% higheroverall coverage
