Latitude Boxing Day PreSale
Latitude Financial Services
Issue 53 | December 2019
Agency
BWM Dentsu Melbourne
Creative Team
Chief Creative Officer: Rob Belgiovane Executive Creative Director: Phil VanBruchem Associate Creative Directors: Giles Watson, Tim Smith
Production Team
Integrated project Manager: Nadia Samat Senior Agency Producer: Zoë Rixon Production Company: Pancho Sound House: Bang Bang Studios
Other Credits
Senior Account Director: Peter Murphy
Date
November 2018
Background
Boxing Day is Australia’s biggest and busiest sales day.
So, when Latitude’s new Low Rate Mastercard was launched six weeks before Christmas, the idea was to help customers beat the Boxing Day crowds by bringing Boxing Day forward a month to create a new sale.
The ‘Latitude Boxing Day PreSale’ allowed Latitude cardholders to buy at sales prices before the sales actually happened. If prices dropped later, they were given back the difference.
Idea
Targeted digital advertisements used historical sales data to predict what the upcoming Boxing Day discounts would be before they were announced. When people researched popular items, dynamic ads appeared alongside review and product pages, displaying predicted discounts against the items.
Now Latitude cardholders could get sales prices on the things they loved from the comfort of their computers or phones, a month before anyone else.
But if they did decide to actually go to a store, they were helped there too. Geotargeted social media ads appeared when they entered the retailer, showing them how much they could save on the items they were looking at.
Results
People loved the idea of shopping early and saving. Search traffic increased by 540%, leading to a 65% increase in card applications throughout the period.
Our Thoughts
Given that over 50% of all advertising in the mature markets of Australia, the UK and the USA is now digital I am amazed at shabbily it gets treated. Creative agencies usually see dynamic banner ads as another outlet for their TV assets. Media agencies see it as an opportunity to tighten up targeting. And startlingly few clients seem to think of it as anything other than a support channel for their other efforts. So it is a genuine pleasure to see a client and a creative agency nailing the right message to the right person at the right time and, as a result, pumping up card applications and revenue.
I can’t help feeling it’s what we are in business to do. Use our savvy plus our creativity to help our clients make money.