This national bank has brick-and-mortar retail locations in the Great Plains area, as well as a nationwide online presence. For their online savings accounts they offer highly competitive interest rates. To support their online banking efforts they have been doing DRTV, direct mail and online advertising.
They wanted to open as many new accounts as possible within a 3 month time frame. There was no tracking system to determine whether DRTV, or another media were driving results
Ionic Media developed a direct response national cable campaign which drove people to the bank website to open accounts. We conducted research and selected highly targeted networks that appealed to the bank's target consumer. Each cable network had a different suffix attached to the main URL to help identify network back-end performance. We monitored the networks on a weekly basis and changed media to best optimize results. We also flighted the TV in isolation of the direct mail and other media.
The client increased their online savings account applications by 300% when the DRTV was on air, and Ionic Media was approved to plan the Bank's next round of DRTV media strategy.
IONIC VIEW
“We were able to achieve such great results because we tracked and optimized the DRTV campaign so rigorously.”
- JEFF BENDER
- Managing Director
