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Cross-platform approach boosts audience interest for ANZ
Tablet-desktop campaign increases unprompted brand awareness by 10 percentage points
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Rebecca Merrett (CMO)
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.
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