Awards Preview: Most Effective Financial Services Campaign or Solution

Alex Spencer

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we're looking at Most Effective Financial Services Campaign or Solution.

Santander Kitti

Barclays Corporate Banking and Maxus for Business – C-Suite Sensory Mobile Engagement
Advertising in the corporate banking sector is congested – all banks look and feel the same, the sales process is long and banks rely on brand preference and consideration scores. In order to cut through, Barclays and Maxus designed a mobile-specific activation targeting key financial decision makers in UK businesses, as part of its wider brand activity. It worked with Adludio's 'sensory advertising' platform, which works by inviting the audience to engage via touch, sight and hearing, so that ad spend is only activated when a user opts into the experience.

The Adludio campaign delivered 30 per cent engagement rates, which converted into a view-through rate of 35 per cent. A brand uplift study showed a 27 per cent uplift in top of mind awareness, 11 per cent in those likely to consider Barclays for business banking and 17 per cent in those who would consider Barclays when changing their company account.

Santander and Nimbletank – KiTTi: An Account for Groups
KiTTi is an easy way to create a collective pot of money with friends. It’s an account for groups, powered by mobile, created by Santander, working in partnership with Nimbletank. KiTTi’s aim is to make it easy for groups of people to collect money to be used for a common purpose, whether that’s paying a bunch of friends paying for a holiday or a football team organising a post-match curry.

The objective in creating KiTTi was to change behaviour and change cash as we know it. This meant moving from an un-met customer need, to an optimized commercial product, service, app and business. In doing so the measure of efficacy was user feedback, funnel performance and active KiTTis. In each of these respects, KiTTi has outperformed expectations.

Swinton Insurance – Car Generic Campaign
Last year, Swinton identified a potential gap in the insurance market when it found that many of its competitors were still focusing their search advertising on desktop devices, sometimes to the complete neglect of mobile. With more customers researching and buying insurance on mobile, this had the potential to be a big win. The company increased its Car Generic mobile activity throughout October as a test, in order to drive additional traffic and sales for the business and feel out the potential for future investment in mobile.

During the month-long test, price-per-click Car Generic sales rose over 200 per cent, with Car Brand sales also up 26 per cent. The test was so successful that Swinton applied the learnings to its overall search marketing strategy and continued to invest in mobile, with similar gains in sales and ROI.

Syniverse and Western Union – Leveraging Test Messaging to Drive Loyalty
Western Union aimed to leverage Syniverse's Mobile Engagement solution to aid its customers in using the company's mobile loyalty program, Prior to implementing the system, customers had to call or log in online to redeem points earned through payment transfers, a cumbersome process that meant many customers weren't taking full advantage of the system. With customers who were engaged with the loyalty system generating more than twice the value of non-registered customers, the program was an important tool, but costly to administrate.

Using Syniverse to provide customers with balance notifications via SMS saw calls to customer care centres drop significantly, while reward redemption activity increased by over 12 per cent.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.