There’s one for you
Year 2018
Finalist and third place in the LATAM Digital awards organized by Interlat Colombia, 2018.
Problem
Promerica Bank in Costa Rica had not been known for strong initiatives in digital media for banking product placement. Credit cards are not actively sought by people, and traditional media has become outdated for placement, not to mention the annoying phone calls to offer them.
Solution
We studied the target audience we wanted to reach, and it was undoubtedly in the digital world. Therefore, we needed to create a digital process in which the user wasn’t forced to click but, on the contrary, was invited to experience Promerica’s credit cards, making the click easier and, consequently, cheaper. We initiated a 10-month plan, gradually studying media consumption, optimizing them, and refining the message. We crafted a storytelling approach highlighting benefits, promotions, and experiences, leading to a landing page where people could apply for the credit card. The goal was to establish a channel that reduced credit card placement costs not only in the digital world but also in physical media.
Results
Over the ten-month campaign, we achieved:
- 8,982 unique leads, of which an average of 16.6% converted into cardholders.
- The conversion rate from landing page visits to quality leads in the final month was 32.36%, compared to 8.3% in the first month.
- By the end of the first two months of the campaign, the cost per card placement was $225. In the last month, the cost dropped to $27, making it 12% of the initial cost eight months later.
CASE BOARD -SPANISH-
