The Web Marketing Association is proud to present this 2008 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Financial Services Integrated Ad Campaign
A persona workshop led us to understand that there were several target segments that might be interested in the No Fee Mortgage Plus product. We needed to communicate to each in a way that was compelling, informative, compassionate and relevant to a specific life stage or scenario. A customizable consumer experience was in order. Upon landing at the site, users were able to segment themselves within the overall target based on answers to a few simple questions. Once users segmented themselves, the site offered-up information relevant to their specific situations.
Our research also led us to the understanding that a human “guide” or specialist would help ease consumer fear about the process—someone who could cut through the clutter of information and point users in the right direction. Adding audio and video to the experience, Susan acted as “selector” of relevant site content for a given user, while communicating the benefits associated with the No Fee Mortgage Plus. Susan was scripted to speak directly to the prospective customer as if they were actually sitting face to face, responding to clicks with helpful information.
And Online advertising truly supported both the product by pushing Susan, the site’s “mortgage guru” into the banner space.
After the first week of launch the ecommerce call center volume increased by 200% proving that this campaign took off by storm. The online advertising results to date have been outstanding and continue to keep the call center volume at record highs.
Contributors:
| Engagement Managers: | Paul McConnell, Cindy Thompson, Scott Lieberman |
| Grp. Director, Engineering: | David Albright |
| Assoc. Creative Director: | Whitney Browne, Rey Peralta, Andrew Fontana, Derek Scott |
| Sr. Designer: | Steve Leardi, Stephen Spiridakis |
| Sr. Interface Engineer: | Max Zabmramny, Yee Peng Chia |
| Director, Engamement Manager: | Martin Cis |
| Flash Developer: | David Hohusen |
| Director Engamement Manager: | Wayne Mitchell |
| Creative Director: | Gary Nelson, Chris Stauch |
| Sr. Information Architect: | Audrey Carr |
ORGANIC, INC.
Location: USA