2009 IAB Awards | Direct Response & Lead Generation Winner
Home Loans Spring Campaign
Agency: New Dialogue
Client: Commonwealth Bank
Campaign
With buyers keen to take advantage of the Government’s First Home Owners Boost, New Dialogue developed a comprehensive campaign to reach the suddenly eager market; as well as those considering switching their loan. The campaign included an Australian first mobile tool, engaging with customers through all stages of the home loan purchase cycle, predominately using the digital platforms to help facilitate the decision making process. The media strategy was tailored to customer segments, with First Home Buyers targeted via online, mobile and weekend press; while Home Loan Switchers were targeted with weekday press and online. Using a direct response focus, low cost acquisition campaigns were secured across all the major advertising networks. This was complimented with a re-targeting strategy that focused on users who had visited the CommBank home loans site and a heavy weight search campaign.
Results
Results exceeded expectations and delivered the biggest monthly market share increase ever recorded by any bank in Australia.
