Commonwealth Bank Of Australia: THE COMMBANK PROPERTY GUIDE APPLICATION|APP|广告营销案例【ADGuider广告指南】

澳大利亚联邦银行: COMMBANK 房地产指南申请

案例简介：结果和有效性: 《 CommBank 房地产指南》设定了一个新的行业基准，通过电视、在线和印刷媒体的 120 次全国媒体报道 (估计发行量为 4400万次) 证明了这一点。自发布以来仅三个半月，我们就超过了 100,000 次下载的 6 个月目标，这一结果已经转化为: 455,000 多个用户会话 • 超过 1,200,000 次财产搜索 • 成千上万的计算器，视频和文章应用程序本身平均每周给联邦银行打 45 次以上的电话，这已经转化为 109% 的营销投资回报。创意执行: 为了提供购房者搬家所需的帮助，联邦银行开发了澳大利亚第一个完整的端到端的房地产搜索、研究和融资移动工具，Tthe CommBank 房地产指南。 CommBank 房产指南为房屋猎人提供了对澳大利亚 Hhomes 95% 的洞察。使用增强现实，有价值的数据，包括过去的销售历史，当前的财产列表，最近的销售和估计的财产价值被映射到一个真实的世界视图。这种独特的功能创造了一种友好的方式，在购房者需要的时候向他们提供相关的信息和环境。此外，还提供包括计算器、视频和指南在内的核心金融工具，以确保购房者做出正确的融资选择。点击呼叫功能和 “安排任命” 联系方式，一旦买方准备好，就可以立即访问银行。见解、战略和想法: 在利率不断上升的市场中，很容易相信抵押贷款利率将是影响消费者选择住房贷款提供商的唯一因素。相反，研究表明，购房者不仅仅是在寻找最低房价。相反，在最终申请住房贷款之前，一个值得信赖的建议来源会引导他们完成购房过程。这种对帮助的需求延伸到房产搜索本身，72% 的客户在旅途中使用笔记本电脑或手机访问信息。随着移动互联网接入达到 36%，购房者可以访问选择的房产数据，但是多个来源、受限的访问和有时需要支付使得数据无法在旅途中消费。沟通策略的重点是通过一个单一的平台，即手机，让购房者轻松获取相关和专有信息。

澳大利亚联邦银行: COMMBANK 房地产指南申请

案例简介：Results and Effectiveness: The CommBank Property Guide has set a new industry benchmarks, evidenced by 120 pieces of national media coverage across TV, online and print (estimated circulation of 44 million instances). Just three and a half months since the launch, we exceeded the 6 month stretch target of 100,000 downloads, a result that has translated into: • More than 455,000 user sessions • More than 1,200,000 property searches • Tens of thousands of engagements with calculators, videos and articles The application itself averages 45+ calls per week to the Commonwealth Bank which has translated into a return on marketing investment of 109%. Creative Execution: To deliver the assistance that property buyers needed on the move the Commonwealth Bank developed Australia’s first complete end to end property search, research and financing mobile tool, Tthe CommBank Property Guide. The CommBank Property Guide provides house hunters with insights into 95% of Australian Hhomes. Using augmented reality, valuable data including past sales history, current property listings, recent sales and estimated property value is mapped onto a real world view. This unique functionality creates a friendly way to deliver the relevant information and context to property buyers as they need it on the go. In addition core financial tools including calculators, videos and guides are provided to ensure home buyers are making the right financing choice. Click to call functionality and an ‘arrange an appointment’ contact form allows instant access to the bank once the buyer is ready. Insights, Strategy and the Idea: In a market experiencing rising interest rates it would be easy to believe that mortgage lenders rates would be the only factor affecting a consumer’s choice in home loan provider. On the contrary research indicated that property buyers weren’t just searching for the lowest rate. Rather, a trusted source of advice to walk them through the home buying process before making the final home loan application. This need for assistance extended to the property search itself with 72% of customers using their laptop or mobile phone to access information while on the move. With mobile internet access reaching 36%,home buyers had access to select property data however multiple sources, restricted access and sometimes required payment made the data impossible to consume on the go. The communications strategy focused on making relevant and proprietary information easily accessible to home buyers whilst on the move through one single platform, the mobile phone.