CASE STUDY: RBS Mobile Campaign - Tap Tap Swipe
Provided by Performics
Performics was tasked with promoting and building awareness for Natwest & RBS mobile banking apps.
What was the Challenge / Background of the Campaign?
The key needs for our target audience were:
1. To make banking easier
2. To make banking fit around their lifestyle
3. To feel more in control of their finances
It is a known issue for RBS that customers are still using the non-mobile optimised online banking site on their mobiles rather than their award winning app.
What was the Campaign Objective?
Our objective was simple, to promote and build awareness for NatWest's and RBS's Mobile Banking Apps, and to drive app downloads as a part of the overall 'Tap Tap Swipe' multichannel campaign.
The campaign's overall strategy was formed of a two-pronged approach:
1. Reach - Increase awareness of the app
2. Resonance - Drive relevance and education through innovative and engaging formats
What was the Solution?
A popular route to get to the online banking site is through Google searches, presenting the opportunity to raise awareness and educate such customers using paid search ads. By exploiting the release of mobile app ads by Google, paid search created a seamless, much improved customer journey and experience when they'd used search intending to access the online banking site.
What were the Results?
With over 16,000 app downloads, our activity was a huge success by delivering app downloads at the lowest cost per app download of the whole activity. Our innovative use of app ads fulfilled all aspects of the campaign's overall strategy, effectively achieving reach & resonance, and proving customers a direct route to the app to make their banking easier.
What were the Key Learnings of this Campaign?
As a result of the app ad's success, they have been included in NatWest/RBS' 2015 plans as an 'always on' activity, driving a further 20K+ app downloads since being reactivated in December 2014.