When it was introduced, Westpac's Mobile PayWay was a unique product with the potential to revolutionise trading for small business customers. But with an extremely limited marketing budget, we had to be clever. We created a TVC that both illustrated the benefits of Mobile Payway and gave a visual demonstration of how it works. And we managed to do it on a shoestring budget by employing a VO instead of spoken dialogue and using real life talent.
The campaign launched with an eDM blast that achieved a 44% open rate and 32% response rate, far in excess of expectations and industry averages. The eDM drove customers to the landing page, where a whopping 47% of those who viewed the embedded TVC initiated an application – all from a budget of less that $60K.
