Home Loans Online Marketing Programme
Agency The White Agency, IKON Communications & Goodby, Silverstein & PartnersAdvertiser Commonwealth Bank of AustraliaAuthor Paul Argus, McKay BrownTotal Campaign Expenditure $1 - 2 million
While the banking industry had been advertising home loans online for a number of years, all of the banks largely followed the same textbook approach—buying display banner space with a little bit of paid search advertising and communicating a "best rate—buy now" acquisition message.
Most of the time, online advertising was treated as an afterthought—a small component supporting a larger, above-the-line campaign. This...