When the rules changed in July 2012 to make it an easy, one form decision for Australian consumers to change banks, Heritage Bank wanted to encourage unsatisfied customers of Australia’s four biggest banks to consider making the now easy switch to Heritage.
BCM, a fully integrated advertising agency based in Brisbane, teamed up with MediaMind to run what may be Australia’s first interactive live streaming video banner. This groundbreaking ad ran live on Queensland’s news site couriermail.com.au for a continuous 24-hour period, supporting Heritage Bank’s larger marketing campaign entitled 'Bye Bye Bank Rage' which included press, TV, and interactive ads at bus shelters.
When a visitor to the couriermail site clicked on the takeover banner, they were invited to enter their name, suburb and response to the question, “Do you love your big bank?” Choices were Yes, No and When Pigs Fly. They were taken through to Heritage Man, the star of Heritage’s TV commercials, live in a studio. The Heritage Man would then interact with the participant live. Behind him, three targets on a wall read Yes, No and When Pigs Fly. Knowing the visitor’s response, the Heritage Man would throw a tomato or other fun missile at the selected target and engage in some light-hearted banter.
During the 24-hour period, visitors queued to vent their bank rage on the big banks, with the overwhelmingly majority voting When Pigs Fly. When the occasional visitor did vote Yes, the Heritage Man accepted this good naturedly, and let them know that Heritage was always there if they changed their mind.
More than 1,200 tomatoes were launched during the 24-hour period. Google metrics for the 24-hour period revealed over 1,500 unique visitors registered to participate in the event – a great result. And those visitors were highly engaged, spending an average of more than two minutes at the site, which is well above the benchmark.
Heritage Bank's broader 'Bye Bye Bank Rage' campaign has also been successful in lifting brand awareness and consumer
interest in a relatively low interest category.
Independent research by Colmar Brunton found:
What’s exciting about this campaign is that Heritage is, as usual, punching above its weight. Because of its brand values, Heritage can do a campaign like this in a charming, good natured way that is true to its DNA.Paul Cornwell | Joint Managing Partner, BCM Partnership