Using insights to drive interest in a product

Challenge

As excitement around the integrated campaign that shot Savings Booster (SB) into prominence waned, so did enquiries and sign-ups. SB needed something that could spike interest again.

Big Idea

You’re neither a spender nor saver by choice.

Action

We found research that said our personalities determine our attitudes towards spending or saving. Based on that, we created an interactive online tool that helps users determine their personality type, which savings approach therefore best suits them, and how SB provides that approach.

We used display advertisements to generate interest in the personality-based saving concept and lead targets to the online tool.

Results

The new conversation and new tool generated 5 times the enquiries Savings Booster was previously receiving and 10 times more sign-ups.