本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
忍者拳
案例简介：随着移动用户在我们互联 24/7 的世界中的激增，消费者对传统理财方式的依赖正在减弱。随着每个人都在旅途中，随着消费者远离分行和桌面设备，移动银行继续增长。各地区都明白，在选择银行时，为了保持竞争力并处于消费者的考虑范围内，拥有强大的移动银行解决方案是同等重要的。尤其是年轻的千禧一代、专业人士和家庭。 我们面临的挑战是，地区拥有手机银行中你想要的一切，包括远程支付、签证结账、苹果支付和安卓支付。然而，人们认为地区没有提供最新的移动技术。为了消除对缺乏移动服务地区的误解，我们的目标是两个方面: 1。提高潜在客户和客户对地区移动支付解决方案的认识。通过利用激励优惠在移动银行开设新账户来推动新客户的收购。 观众 25-45 岁的潜在客户和客户。主要是千禧一代，不断在旅途中的年轻专业人士。他们重视便利性和易用性，希望他们的银行融入他们的生活方式，而不是不得不竭尽全力去银行或管理他们的钱。 战略 通常，地区会推广特定的移动功能，让人们了解一项服务及其工作原理。但我们面临的挑战不是教育人们移动支付，而是为拥有这些关键银行服务的地区建立意识。每个人似乎都以每小时 100 英里的速度生活，不想错过任何事情，我们的主要见解是，人们不想停止对银行做他们正在做的事情。就像牛顿的第一运动定律一样，人们不想因为不得不存钱、付钱或给朋友寄钱而放慢速度。我们需要证明地区移动银行是如此容易和方便，以至于它允许你继续做你正在做的事情，而不必停止去银行，不管你在做什么。 创意创意 基于我们对 “外出的人不想被减速到银行” 的洞察力, 我们希望这场运动的重点是移动银行允许你继续做什么，而不是谈论我们自己和它是如何工作的，或者产品有多好。我们由此产生的创意是 -- '地区移动银行非常容易使用，你可以在做任何事情的时候银行。“我们也希望消费者成为英雄，而不是地区。通过做出明智的选择，并通过地区移动银行和支付解决方案在旅途中进行银行业务，回报是 “更智能地支付”。不难。' 执行 利用我们的洞察力和让人们继续做他们正在做的事情的策略，我们想创建更小、更小的内容，人们可以快速轻松地观看，然后转换或继续。为了提高知名度和参与度，在线视频活动幽默地强调了你可以继续做的有趣和异想天开的事情，即使你通过地区移动银行存钱。古怪而古怪的情况引起了观众的注意和参与，在你生活的时候，他们传达了无缝银行的能力。为了瞄准我们的年轻在线受众，该创意使用在线视频、展示、付费搜索、本地广告和社交参与来吸引跨渠道的用户。 结果 从各方面来看，这场运动的表现超出了我们的预期。我们超过了提高知名度和购买意愿的主要目标，超过了 14% 的行业基准。我们还看到了非常高的参与度，1800万的视频完成率达到 66% (相对于 62% 的基准)。78,000 登陆页面访问量显示，视频完成后，订婚继续进行，平均时间为 1:45。 尼尔森对该活动的品牌研究也表明，以购买意图衡量的品牌意识和考虑程度提高了 17% (与 14% 财务基准相比)。除了意识的提高，一个额外的结果是购买意向和新账户的意外提升。视频完成后的激励信息和参与的增加增加了更多的购买意图 (与控制相比，275% 的提升)，导致 975 个新的支票账户。
忍者拳
案例简介：As mobile usage soars in our connected, 24/7 world, consumer reliance on traditional ways of managing money are waning. With everyone on the go, mobile banking continues to increase as consumers move away from branches and desktop devices. Regions understood that to remain competitive and be in consumer consideration sets when choosing banks, having robust mobile banking solutions were par for the course. This was especially true for younger Millennials, Professionals and Families. Our challenge was that Regions had everything you’d want in mobile banking, including remote desposits, visa checkout, apple pay and android pay. However, people assumed that Regions did not offer the latest mobile technologies. To combat misperceptions of Regions lack of mobile services, our objectives were two-fold:1. Increase awareness of Regions mobile payment solutions among prospects and customers.2. Drive acquisition of new customers by leveraging incentive offers to open a new account with mobile banking. Audience Prospects and customers ages 25-45. Primarily Millennial, young professionals that are constantly on the go. They value convenience and ease of use and want their banking to fit into their lifestyle versus having to go out of their way to bank or manage their money. Strategy Typically, Regions would promote specific mobile functionalities, letting people know about a service and how it worked. But our challenge was not to educate people about mobile payments, but to build awareness for Regions having these critical banking services. With everyone seemingly going through life at 100mph and not wanting to miss out on anything, our key insight was that people didn’t want to stop doing what they were doing to bank. Much like Newton’s First Law of Motion, people don’t want to be slowed down by having to bank - deposit a check, pay for something or send money to friends. We needed to show that Regions mobile banking was so easy and convenient, that it allowed you to keep doing what you were doing without having to stop to bank, no matter what you were doing. Creative Idea Building on our insight of ‘people on the go don’t want to be slowed down to bank,’ we wanted the campaign to focus on the benefit of what Regions mobile banking allowed you to continue to do instead of talking about ourselves and how it worked or how great the product was. Our resulting creative idea was – ‘Regions mobile banking is so easy to use, you can bank while doing anything.” We also wanted the consumer to be the hero, not Regions. By making a smart choice and banking on the go with Regions mobile banking and payment solutions, the payoff was ‘Pay Smarter. Not Harder.’ Execution Leveraging our insight and strategy of letting people continue to do what they were doing, we wanted to create smaller, bite size content that people could quickly and easily watch and then either convert or move on. To create awareness and engagement, the online video campaign humorously highlighted fun and whimsical things that you could continue to do, even while you banked via Regions mobile banking. The quirky and often outlandish situations drew attention and engaged viewers, communicating the ability to seamlessly bank without interruption while you were living your life. To target our younger audiences online, the creative used online video, display, paid search, native ads and social engagement to engage users across channels. Results By all measures, the campaign performed beyond our expectations. We exceeded our primary goal of increasing awareness and purchase intent more than the industry benchmark of 14%. We also saw extremely high engagement with 18 million video completes with a 66% video completion rate (vs. 62% benchmark). Engagement continued post video completion as seen by 78,000 landing page visits with average time on page of 1:45. A Nielsen brand study of the campaign also showed that brand awareness and consideration as measured by purchase intent increased 17% (vs 14% finance benchmark). In addition to the awareness increase, a bonus result was the unexpected lift in purchase intent and new accounts. The addition of incentive messaging post video completion and engagement increased purchase intent even more (275% lift when compared to control) resulting in 975 new Checking Accounts.
Ninja Punch
案例简介：随着移动用户在我们互联 24/7 的世界中的激增，消费者对传统理财方式的依赖正在减弱。随着每个人都在旅途中，随着消费者远离分行和桌面设备，移动银行继续增长。各地区都明白，在选择银行时，为了保持竞争力并处于消费者的考虑范围内，拥有强大的移动银行解决方案是同等重要的。尤其是年轻的千禧一代、专业人士和家庭。 我们面临的挑战是，地区拥有手机银行中你想要的一切，包括远程支付、签证结账、苹果支付和安卓支付。然而，人们认为地区没有提供最新的移动技术。为了消除对缺乏移动服务地区的误解，我们的目标是两个方面: 1。提高潜在客户和客户对地区移动支付解决方案的认识。通过利用激励优惠在移动银行开设新账户来推动新客户的收购。 观众 25-45 岁的潜在客户和客户。主要是千禧一代，不断在旅途中的年轻专业人士。他们重视便利性和易用性，希望他们的银行融入他们的生活方式，而不是不得不竭尽全力去银行或管理他们的钱。 战略 通常，地区会推广特定的移动功能，让人们了解一项服务及其工作原理。但我们面临的挑战不是教育人们移动支付，而是为拥有这些关键银行服务的地区建立意识。每个人似乎都以每小时 100 英里的速度生活，不想错过任何事情，我们的主要见解是，人们不想停止对银行做他们正在做的事情。就像牛顿的第一运动定律一样，人们不想因为不得不存钱、付钱或给朋友寄钱而放慢速度。我们需要证明地区移动银行是如此容易和方便，以至于它允许你继续做你正在做的事情，而不必停止去银行，不管你在做什么。 创意创意 基于我们对 “外出的人不想被减速到银行” 的洞察力, 我们希望这场运动的重点是移动银行允许你继续做什么，而不是谈论我们自己和它是如何工作的，或者产品有多好。我们由此产生的创意是 -- '地区移动银行非常容易使用，你可以在做任何事情的时候银行。“我们也希望消费者成为英雄，而不是地区。通过做出明智的选择，并通过地区移动银行和支付解决方案在旅途中进行银行业务，回报是 “更智能地支付”。不难。' 执行 利用我们的洞察力和让人们继续做他们正在做的事情的策略，我们想创建更小、更小的内容，人们可以快速轻松地观看，然后转换或继续。为了提高知名度和参与度，在线视频活动幽默地强调了你可以继续做的有趣和异想天开的事情，即使你通过地区移动银行存钱。古怪而古怪的情况引起了观众的注意和参与，在你生活的时候，他们传达了无缝银行的能力。为了瞄准我们的年轻在线受众，该创意使用在线视频、展示、付费搜索、本地广告和社交参与来吸引跨渠道的用户。 结果 从各方面来看，这场运动的表现超出了我们的预期。我们超过了提高知名度和购买意愿的主要目标，超过了 14% 的行业基准。我们还看到了非常高的参与度，1800万的视频完成率达到 66% (相对于 62% 的基准)。78,000 登陆页面访问量显示，视频完成后，订婚继续进行，平均时间为 1:45。 尼尔森对该活动的品牌研究也表明，以购买意图衡量的品牌意识和考虑程度提高了 17% (与 14% 财务基准相比)。除了意识的提高，一个额外的结果是购买意向和新账户的意外提升。视频完成后的激励信息和参与的增加增加了更多的购买意图 (与控制相比，275% 的提升)，导致 975 个新的支票账户。
Ninja Punch
案例简介：As mobile usage soars in our connected, 24/7 world, consumer reliance on traditional ways of managing money are waning. With everyone on the go, mobile banking continues to increase as consumers move away from branches and desktop devices. Regions understood that to remain competitive and be in consumer consideration sets when choosing banks, having robust mobile banking solutions were par for the course. This was especially true for younger Millennials, Professionals and Families. Our challenge was that Regions had everything you’d want in mobile banking, including remote desposits, visa checkout, apple pay and android pay. However, people assumed that Regions did not offer the latest mobile technologies. To combat misperceptions of Regions lack of mobile services, our objectives were two-fold:1. Increase awareness of Regions mobile payment solutions among prospects and customers.2. Drive acquisition of new customers by leveraging incentive offers to open a new account with mobile banking. Audience Prospects and customers ages 25-45. Primarily Millennial, young professionals that are constantly on the go. They value convenience and ease of use and want their banking to fit into their lifestyle versus having to go out of their way to bank or manage their money. Strategy Typically, Regions would promote specific mobile functionalities, letting people know about a service and how it worked. But our challenge was not to educate people about mobile payments, but to build awareness for Regions having these critical banking services. With everyone seemingly going through life at 100mph and not wanting to miss out on anything, our key insight was that people didn’t want to stop doing what they were doing to bank. Much like Newton’s First Law of Motion, people don’t want to be slowed down by having to bank - deposit a check, pay for something or send money to friends. We needed to show that Regions mobile banking was so easy and convenient, that it allowed you to keep doing what you were doing without having to stop to bank, no matter what you were doing. Creative Idea Building on our insight of ‘people on the go don’t want to be slowed down to bank,’ we wanted the campaign to focus on the benefit of what Regions mobile banking allowed you to continue to do instead of talking about ourselves and how it worked or how great the product was. Our resulting creative idea was – ‘Regions mobile banking is so easy to use, you can bank while doing anything.” We also wanted the consumer to be the hero, not Regions. By making a smart choice and banking on the go with Regions mobile banking and payment solutions, the payoff was ‘Pay Smarter. Not Harder.’ Execution Leveraging our insight and strategy of letting people continue to do what they were doing, we wanted to create smaller, bite size content that people could quickly and easily watch and then either convert or move on. To create awareness and engagement, the online video campaign humorously highlighted fun and whimsical things that you could continue to do, even while you banked via Regions mobile banking. The quirky and often outlandish situations drew attention and engaged viewers, communicating the ability to seamlessly bank without interruption while you were living your life. To target our younger audiences online, the creative used online video, display, paid search, native ads and social engagement to engage users across channels. Results By all measures, the campaign performed beyond our expectations. We exceeded our primary goal of increasing awareness and purchase intent more than the industry benchmark of 14%. We also saw extremely high engagement with 18 million video completes with a 66% video completion rate (vs. 62% benchmark). Engagement continued post video completion as seen by 78,000 landing page visits with average time on page of 1:45. A Nielsen brand study of the campaign also showed that brand awareness and consideration as measured by purchase intent increased 17% (vs 14% finance benchmark). In addition to the awareness increase, a bonus result was the unexpected lift in purchase intent and new accounts. The addition of incentive messaging post video completion and engagement increased purchase intent even more (275% lift when compared to control) resulting in 975 new Checking Accounts.
忍者拳
暂无简介
Ninja Punch
暂无简介
基本信息
- 广告战役： #Regions Mobile Payments#
- 广告品牌： Regions Bank
- 发布日期： 2015-12-01
- 行业领域： 保险 , 商务服务 , 金融/证券
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
