Retail Direct

Client: First Active Ulster Bank   Tags: Online Advertising

The Brief

This campaign was planned to coincide with additional functionality launching on the Ulster Bank and First Active markets that would allow users to apply for products online or by telephone, tying into the direct channels initiative. The core objective was a stand alone campaign to generate interest and ultimately click throughs.

The Solution

The various products have their own unique selling points, which were also important to communicate. However our strategy was to tie the promotion of all the products together with one common theme, convenience.

The role of search engine marketing is to be both informative and also to drive online acquisitions with highly targeted product based campaigns. Our online display campaign had a branding and awareness role to play; generating interest in the direct channel initiative; driving high quality, relevant traffic to the relevant websites; generating interest and providing an integrated link up with the Search and Partnership strategies provided. The strategy was to drive cost effective click through on the most suitable and relevant online platforms available.

Our creative strategy was to convey the speed and ease with which you can apply for the products. We used arrows, cursors, sandglasses and most importantly, motion to emphasis how the whole process, from start to finish, is now available online and the urgency and quickness is therefore implied. These messages were also carried across into our PPC creative. Here we used a broad keyword approach, targeting the widest possible range of keywords relating to specific products.