Cross-platform approach boosts audience interest for ANZ

Tablet-desktop campaign increases unprompted brand awareness by 10 percentage points

A cross-platform advertising campaign across tablets apps and desktop for ANZ's Black Rewards credit card offer delivered significant benefits for the bank according to Fairfax Media.

The bank partnered with the media company to study how a cross-platform approach would affect the success of a marketing campaign. Market research company, TNS, conducted the study.

The campaign ran from September to October 2014, with 505 online panellists surveyed on category involvement, brand metrics and creative diagnostics. The panellists were also asked questions on tagging and media consumption to calculate and determine ad exposure.

The desktop part of the campaign was a one day homepage takeover and half page across The Sydney Morning Herald, The Age, Brisbane Times, Canberra Times and WA Today websites, with a half page on Traveller.com.au. The tablet component included full and half page placements across The Sydney Morning Herald, The Age and Brisbane Times news sections.

The study showed that people’s intention to take up ANZ’s Black Rewards credit card offer doubled when using both tablet app and desktop, with an uplift in unprompted brand awareness by 10 percentage points.

Furthermore, the bank saw a rise in consumers choosing ANZ as their preferred financial institution by 26 percentage points, with talkability increasing by 11 percentage points.

Overall, the bank saw a 22 per cent increase in campaign reach using the cross-platform approach.

“A key objective of the Black Rewards campaign was to create awareness and educate consumers on what is effectively a new product category,” ANZ’s head of digital sales and marketing, Chaminda Ranasinghe, said in a statement.

“The results of the TNS research study help to validate that a cross-platform approach is impactful and resonates with users, driving brand consideration and purchase intent.”

Fairfax Media’s mobile commercial manager, Stewart Heys, said mobile is one of the fastest growing areas in advertising and the study shows how desktop combined with tablet can be a “powerful” mix.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

This was amazing and so inspiring. Thanks for sharing.

Vijay Kumar

Design thinking: Leading with experience

Read more

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

Latest Podcast

More podcasts

Sign in