Challenge:
With Britain stuck in a gloomy state of low interest rates, we were tasked with devising a campaign that challenged the misconception that moving surplus cash was a lot of effort for little return. The commercial objective was to maintain YOY sales against the falling interest rates and initiate 100 incremental business savings account opens.
Approach:
This multi-channel digital marketing campaign was brought to life by the Lazy Money concept, which encapsulated the campaign’s single-minded thought and core campaign messaging.
With a combination of engaging visuals and a highly targeted digital mix, including content creation and performance marketing, we addressed the target audience at each stage of the buyer’s journey, ultimately driving conversions.
Outcome:
- Lazy Money outperformed commercial objectives by an impressive 300%
- Delivered a 30% YOY increase in sales
- Produced 415 direct and assisted account opens – at the average balance of £65,000, driving cash inflows totalling over £25m
