NEW!Cases | BANKING & FINANCEFeb. 15, 2022

S-Pankki Awareness Campaign

S-Pankki, Schibsted and Cavai turned out to be the perfect combo to reach new potential customers

Background

S-Pankki is reforming the banking industry by offering superior ease and benefits by combining banking and retail services.

S-Pankki is a Finnish bank that was founded as the first supermarket bank in 2006. For S-Pankki, expertise means understanding both the economy and the people. Tori.fi is Finland’s largest online marketplace, with about 2.7 million unique visitors every month. Owned by Schibsted, it generates nearly 20 000 trades each day. Browsing Tori.fi, you can find products and offers in virtually every category, and the need for quick and easy financing is made immediately apparent. The combination of S-Pankki’s easy process for acquiring loans without the need for collateral or guarantors and Tori.fi steady supply of consumers looking for financing presents a golden opportunity.

OBJECTIVE

S-Pankki decided they wanted to go conversational and got in touch with Cavai.

2 primary goals were set out for the campaign:

Improve awareness for S-loan as a product
Generate high-quality leads

S-Pankki’s S-Loans are loans up to 50 000 €, with no required collateral or guarantor.

People browsing Tori.fi can be assumed to be advanced in the path to purchase. Hitting these consumers at the right time with relevant information was sure to generate quality leads.

However, there was also the need to spread information and awareness of what the product was and how it could help at any point in time where it could be relevant.

Traditional banner ads would struggle to convey a lot of information at once, a different and more creative solution was therefore needed.

SOLUTION

The conversation was designed to describe the criteria for an S-loan.

The Chat Bubble mimics chat-interfaces that consumers recognize from the major social media.

With a documented effect on clarity of message, trustworthiness and lead-generation it seemed like the perfect solution. However, Tori.fi was not set up for displaying Cavai's ad solutions. Schibsted and Cavai quickly got together, and in short order worked out the details allowing us to place Cavai ads on Tori.fi.

The conversation was designed to describe the criteria for an S-loan and to emphasise the simplicity of the process.

RESULTS

The campaign exceeded expectations

2.01% of those exposed interacted with the ad at least once
6736 clicked through to the landing page
472 people responded they needed a loan, with 73 of those applying for a loan of over 30 000 €
Although 94% of those interacting with the ad did not have an immediate need for a loan, 267 of those asked for further information on how to apply. This indicated that many are interested in the product and the information, even if the timing is not optimal.

Results

interacted with the ad

people responded they needed a loan

applied for a loan of over 30 000€

Testimonial

Drag

Riikka LuomaDigital Marketing Planner, S-Pankki

“The campaign exceeded our expectations. We wanted to spread awareness about S-loan in the right context and to help the consumers. It was surprising how many actually were interested and continued to s-pankki.fi and applied for a loan. That means we reached the right people at the right time and managed to help them with our product. The collaboration with both Cavai and Schibsted have been very agile and professional. They listened to our needs and hopes and helped us in every step of the way.”

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