2. ABN Amro’s communication is driven by different consumers groups and also by it’s produtcts portfolio. When talking about female target, bigger and less homogeneous than others, we faced the challenge of obtaining the necessary coverage and impact to achive relevance between this diverse audience. With such a broad universe, one of the biggest challenge was to cover more than 70% of this target (Women, 20+) on the web. The campaign next challenge was to optimize the investment by creating an innovative idea that really provided the use of internet’s main feature: interactivity. Goals
3. Strategy Use of banner’s personalization through pictures upload and behavioral targeting technology to customize posterior impacts. Banners invited women to send their picture through the banner itself. Afterwards all the next impacts would bring the personalized banner, ensuring a unique and custom comunication.
4. Technology Strategy was, besides interactive, innovative in the use of two technologies inside a single banner: Personalization , so that users could upload their pictures inside the banner itself. Behavioral Targeting , through user’s behavior in the first step it brought to the next impacts the same picture that was sent and allowed them to change it if they wanted.
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8. Results Campaign had more than 12,9 million views and the following interactions: - 26.016 sent pictures; - 54.263 clicks, 0,75% click through (Brazilian average: 0,19%); - 112.192 customized banner impacts; - 2.901 change picture’s button clicks; - 8.066.189 unique users impacted; (target’s universe: 10,2 mi)
