Work:
Credibom
Asterisk
Challenge
In a year of one of the biggest financial crisis, the high uncertainty of the Portuguese and the increasing unpaid private credits generated a negative wave over the credit companies.
Less people were responding to campaigns and this resulted in higher costs per acquisition of new customers.
One of the objectives for the brand were to make stronger their image of transparency and simultaneously optimizing the Direct Response strategy through an efficient integrated multichannel campaign to increase the inbound contacts (telephone/ internet) to decrease the costs per new client acquisition.Strategy
The “Asterisk” was the character created to symbolize the transparency of the brand. There are no “hidden”, “small” and “bad” asterisks; at flexibom the asterisks are “big” and “clear”.
The strategy should give visibility to the “Asterisk” and it should return in brand awareness and direct response results right from the beginning.
TV, Print and Internet (Display and Search) were the media chosen and the campaign started with a Take-over in one of the biggest Portuguese web portals and an extensible bar in one of the biggest news sites, an innovative format in this support. The campaign continued in sites with high traffic and affinity to the target.
A specific tool for direct response campaigns, which measured the impact on online and offline efforts, allowed us to optimize the campaign continuously.Results
With an investment of approx. 50% higher than a campaign in the beginning of the year, the “Asterisk” campaign got the following results:
Inbound Contacts – in comparison to the last campaign:- Calls: Increased by 63%
- Searches of the keyword “Flexibom”: Increased by 109%
- Search Campaign clicks: Increased by 20%
- Display Campaign clicks: Increased by 62,4%
- Total Inbound Contacts: Increased by 47%
- Client resulting on offline effort: Increased by 165%
- Clients resulting on online effort: Increased by 135%
- Global cost/acquisition: Decreased by 26%
