BASLER KANTONALBANK: Easy Hypo
Since it was founded in 1899, Basler Kantonalbank has served the Basel region and its people. As one of the ten largest Swiss banking groups, it covers the full range of financial needs. EasyHypo was Basler Kantonalbank’s first online mortgage. With EasyHypo, customers can get a personal offer to refinance their mortgage at any time from the comfort of home, and save real money.
Background
EasyHypo is an offer for homeowners across Switzerland. Even so, the campaign was to focus on Basel-Landschaft, the second home of Basler Kantonalbank. The aim of the campaign was to motivate the target audience to visit https://easyhypo.ch, use the savings calculator, and request and accept an offer. To reach homeowners efficiently and encourage them to use the online services, we developed a local crossmedia campaign for Basel-Landschaft and a national digital campaign.
Execution
The campaign clearly focused on online activities, to make conversion via the EasyHypo website as easy as possible without any break between media. To complement this, we booked print ads in the quality press as well as out-of-home media.
With adisfaction’s help, the desktop and mobile versions of the landing page were optimised and given a detailed tracking set-up. For the creatives, we worked with the Zurich branding agency Scholtysik & Partner. Together we produced ad designs that communicated specific benefits, which were compared in A/B tests and continuously optimised. SEA and retargeting completed the campaign, to reach specific search queries and re-engage interested users.
Results
The EasyHypo campaign was Basler Kantonalbank’s first campaign with a focus on digital media. The investment paid off. The client achieved high awareness for its online platform. Thanks to detailed tracking and reporting, it also gained far-reaching insights into the digital behaviour of people looking for mortgages online. In addition, the traffic generated was successfully converted into concrete leads and processed further in the EasyHypo conversion funnel.
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