Cannes Lions

INTERNET BANKING

TRENDMARK MEDIACOM ESTONIA, Tallinn / SWEDBANK / 2010

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Overview

Entries

Credits

Overview

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.

Outcome

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.

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