To carry out their bank business whenever and wherever they like. This is what more and more bank customers want from their bank. Multi-channel-banking is the magic word, new technologies make it possible. With Bank Austria’s SmartBanking, customers can communicate from everywhere with their personal adviser online, even outside of banking hours and even face to face via “VideoTelefonie”.
We are responsible for the central SmartBanking website and the digital part of the communication campaign, the classic campaign is by Jung von Matt/Donau. The website makes it possible to register for SmartBanking, to open an account and at the same time to familiarize the customers with the new service. The display campaign with David Alaba as testimonial is meant to create an interest for this innovative approach to customer care.
Responsive Website with Video Form
In order to display the advantages of the concept of VideoTelefonie, a video moderator gives a tour of the registration form. He helps the customers to fill in the forms and casually describes the benefits of SmartBanking – of course also on the smartphone.
Creation and Script for the Online Videos
Together with Bank Austria’s marketing team, we created, wrote the copy and reworked 13 online videos.
Several campaign flights with site brandings on the big Austrian online media and mastheads on YouTube present the new SmartBanking to a broad customer base. Performance ads in all common formats create the necessary advertising impact. On the one hand, SmartBanking is presented as the “personal branch” – “We open 7 million bank branches” and on the other, the testimonial with David Alaba is staged.
From the start A/B testing and extensive conversion tracking via Omniture was used, to continuously optimize the website and the campaign.
Registration Process Concept
An online registration for financial services products is a great challenge due to the users’ security and data protection concerns. So Bank Austria invested a lot in usability engineering and website security. But the customer is not aware of the complexity of the logic in the background. He is spared all needless actions through user guidance and that way he can reach his goal quickly. The video moderator is available on request to provide explanations or hints. This ensures that groups of (potential) customers who are less Web-savvy can also be reached on smartbanking.at
The result (as per April 2014)
In the seven months since the launch of the campaign in mid-September 2013, a traffic volume of about 600 000 was generated on the SmartBanking site. The share of online account opening applications is of about 30%, even though customers can also register for SmartBanking at every branch, and many have already done so. Considering the trepidation that many banking customers feel at the prospect of concluding new financial transactions online, this is an unusually high number.