Raiffeisen Polbank is vying for the attention of the young consumer – demanding, aware, and additionally difficult to persuade through advertising messaging.

It offers products and services that it wants to sell online to the so-called Millennial generation. The bank achieved excellent results, significantly above market benchmarks, through the campaign "Mieć trzeba energię, a z rzeczy korzystać", as part of which it carried out, among other things, a programmatic campaign in cooperation with Adform.

The campaign "Mieć trzeba energię, a z rzeczy korzystać" was a continuation of the previous initiative "Mieć trzeba styl, a z rzeczy korzystać". This time, Raiffeisen Polbank wanted to persuade a young audience to use its services by showing that the bank's financial services are "a pleasure to use" – the idea of the campaign became enjoyable use of banking. The face of the campaign was the well-known sports influencer – Adrianna Palka.

Raiffeisen Polbank revolutionized its approach to services. It wanted to present itself as a partner in its customers' lives and prove that its services adapt to their lifestyle while also making things easier for them. The bank offered not only a personal account itself, but also a range of additional services and products guaranteed to account holders by its loyalty program: from a free ebook, to travel and boxed meal plans. The challenge was to present all these, and at the same time such different, products in a single campaign.

The main emphasis in communication was placed on video channels, where Raiffeisen could best and most fully show the idea of enjoying life with energy, and at the same time with a convenient personal account. Initially, the campaign was carried out on TV, Online Video, and in Cinema. Visible 30- and 15-second spots appeared on television; they were also displayed in cinemas, at the Bank's branches, and online, including on the mobile channel.

In spring 2017, a key activity was carried out – a programmatic campaign in cooperation with Adform, which turned out to be a very effective tool. Programmatic made it possible to present the bank's entire offer in an enjoyable and engaging way. And on top of that, record results were achieved.

Engaging rich media formats were used (desktop and mobile), built around an interactive 3D box encouraging users to check out the many possibilities offered by the account together with the loyalty program. Precise targeting was used, thanks to which reach to the right audience within the Millennial group was optimized. In the first phase, the campaign was based on several dozen precise targeting settings, which were optimized to achieve the highest possible engagement rate and video spot play statistics. The best result was achieved by interest-based targeting – CTR 0.94%. The campaign also proved effective in terms of cost, where CPM and CPC achieved on average more than 40% lower cost than in a traditional display campaign.

The Starcom agency (Publicis Media), in cooperation with Adform specialists, adapted the creatives to the placements offered by key Polish publishers. Three formats were used – Halfpage expand with video 3D box, Double billboard, and interstitial and 3D box on mobile. The results were very satisfactory – record reach was achieved in Raiffeisen Polbank's target group, namely more than 2.5 million unique users, as well as reach to several different subgroups within the TG (young people interested in finance, healthy lifestyle, active, fashionable, traveling, festival-goers, and many others). The greatest viewability was delivered by Halfpage – 2,109,000 viewable impressions, and it also enjoyed the greatest interest – 726,000 mouseovers, with engagement at the level of 556,000 engagement rate.

The campaign directed users for more details both to the korzystaj.pl website, where they could learn the terms and open a personal account, and to the program.korzystaj.pl website, where they could learn more about the loyalty program and browse current offers.

The form of the campaign was also perfectly tailored to the lifestyle of Raiffeisen Polbank's target group. Most customers and potential customers have and actively use smartphones, which is why it was also decided to use mobile formats, where the highest number of video plays was recorded – more than 225,000, of which 16% were complete views.

As a result, Raiffeisen achieved results significantly above market benchmarks. One of the key indicators – CTR – was record high and amounted to 1.83% (Benchmark: Standard 0.02%; Rich Media 0.42%*). For comparison, in the previous campaign CTR% results were recorded at the level of: 0.51% (November settlement) and 0.43% (December settlement).

Another Programmatic Rich Media campaign carried out on the Adform platform and completed successfully prompted Raiffeisen Polbank to continue Rich Media activities also as part of a new installment of the bank's campaign – the savings account.

 

 

 

Terms from the article

CPM — Cost Per Mille / cost per thousand impressions. A settlement model and metric defining the cost of one thousand ad impressions. It is used primarily in reach campaigns and brand awareness building.

Why it matters: The standard for settling reach campaigns: you pay per thousand impressions, so it is easy to compare the cost of reach across different media and formats.

When it is used: When planning and settling awareness campaigns and comparing media.

What happens if it is omitted: Without a common measure, the cost of reach on TV, online, and out-of-home is incomparable — media decisions are made on gut feeling.

CPC — Cost Per Click / cost per click. A settlement model or metric defining the average cost of a single click on an ad or sponsored link. It allows comparison of the effectiveness of creatives, keywords, and audience groups.

Why it matters: It shows how much it costs to bring one person to a site — a common denominator for comparing keywords, creatives, and audience groups.

When it is used: When optimizing paid campaigns in search engines and social media.

What happens if it is omitted: Without cost per click, the budget is spent blindly across campaigns — you cannot see which keywords and creatives you are overpaying for several times over.