$8.

5M In DePOSItS In Only 4 WeeKS
HAvInG WORkeD On THe ReBRAnD Of BAnkWeST BuSIneSS, DAeMOn GROuP WeRe BRIefeD TO DevelOP THe CReATIve PlATfORM fOR THe lAunCH Of THe BuSIneSS TeleneT SAveR ACCOunT – BAnkWeST BuSIneSS’ BIGGeST PRODuCT lAunCH THIS yeAR.

Challenge. To develop a creative platform which would deliver across various media, coordinate its implementation and build all online media executions. • Over a 4 week period the platform needed to run across online, press and DM mediums to generate leads and drive: – Online applications – Account openings – Deposit values

Strategy The online media was built across the Daemon Group offices in Sydney and their dedicated online specialists in Prague. All agencies worked collaboratively to create a phased approach to the launch in terms of online, press and DM. Phase  aimed to test media and creative by CPA over a 4-6 week period. 2 executions were created – (a) Photographic and (b) Rate-lead - to determine the response to both routes in terms of whether they affected response rates and deposits. • The role of online in this test was to: – Primary: drive applications from the BankWest site – Secondary: drive awareness + generate learnings from leads who visited the site but did not apply

reSultS Online media only - while the Rate-lead execution received more impressions, the Photo-lead message outperformed in terms of conversion and value of deposits. • Rate-lead – 2,032,964 Impressions // $4,237 Deposits • Photo – ,980,55 Impressions // $304,522 Deposits TeleNet Phase 1 across all media = $8,571,546 Deposits www.bankwest.com.au/bts
# Online Business Saving Account – BRW Business Banking Awards 2006

Daemon Group – Case Study 

Daemon Group – Case Study

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