Bank ambushes ‘Can’t’ teaser campaign with tactical Google key words buy
Heritage Bank has ambushed the ‘Can’t’ teaser campaign by buying Google ad words associated with the campaign.
Type in the words ‘Can’t’ and ‘What is can’t’ on Google, and the Queensland-based bank ranks second in the list of sponsored searches, just behind the teaser campaign domain whatiscan’t.com.
The link to the Heritage Bank website explains why the bank ‘Can do things the big banks can’t’.
The ambush was a response to the story on the teaser campaign posted on Mumbrella yesterday, that speculated that one of the ‘big four’ banks was behind the campaign.
Heritage Bank’s marketing manager Matt Granfield told Mumbrella: “Heritage Bank is a customer-owned bank, so we’re able to do things the big banks can’t, like offering significantly lower interest rates on home loans and customer satisfaction, as opposed to just customer service.”
“New legislation coming on July 1 will soon make it a lot easier to switch bank accounts from one financial institution to another and we felt the timing was right to latch on to the ‘can’t’ message and let people know why they should be thinking about switching to a customer-owned bank like Heritage, rather than shuffling the deck chairs on the Titanic and moving their account to another big bank that will only ever put shareholders first.”
He added: “One major advantage to not being a big bank is that we can listen to customers much more closely, but we can also listen to what other banks are doing and have a campaign like this in market literally within a couple of hours.”
More activity is to follow from Heritage Bank, Granfield hinted.
Granfield is taking part in a session at the Mumbrella 360 conference next month, which argues that most bank marketing is “woeful”.
Great reactive marketing.
can say we had a chuckle.
Granfield if you’re listening I would increase the spend on Mobile search, as it will be cheaper and a lot of search from this OOH will come from there.
Also look at the other engines, Bing isn’t listing any paid search for ‘Can’t’
Keep it up
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Early bird catches the worm!
Great move Matt
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Old school – “Phase 1 – we’ll do a teaser campiagn, Phase 2: is the reveal blah blah ”
Today – “lets be nimble and live in the moment”
Nice work Heritage !
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So how exactly are they going to drive volume of searches for this?
Nice idea but how will they complement this ATL?
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Nice strategy and quick work.
Although i notice that the campaign made the effort to capture keywords without the apostrophe, but didn’t include search terms such as
“can’t bank advert”
“can’t bank”
Mind you, they launched the strategy (tactic) at 8am this morning so there is time yet!
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That’s good – very good.
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HA HA!
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Mate, I think you’re missing the point.
The biggest bank in the country is about to spend a shitload of media dollars driving searches. And Heritage will simply feed off that. Thats’ the beauty of it. Their competition is largely paying for it.
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Competitive Adjacking
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so, no one still knows who this is for?
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hat tip
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Awesome work.
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Love it, although, Granfield is taking part in a Mumbrella session about woeful marketing? I hope he uses Heritage as a prime example of woeful marketing because outside this adjack, Heritage has nada.
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Smart move, well done
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If whatiscant is a big four bank’s new campaign, they might want to get their agency to redirect the whatiscant.com.au to the whatiscant.com URL instead so a great share of the audience who bother to have a look don’t get a page saying ‘this domain name has registed by Melbourne IT and is coming soon.’
hmmm
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Teaser campaigns are for people who don’t understand marketing and communications.
Clients and agencies who think they are good deserve to lose money.
Inversely, Heritage should be applauded for claiming the keyword and free riding off their competitors spend.
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The only place I’ve read about this campaign is here, on an industry site.
Someone has caught the attention of the industry and enticed them to discuss it …. Can’t really see the advertising value in that myself.
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Clever, very clever hope it gets seen by a wider audience
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No-one outside of us marketing folk know this is a bank campaign yet so while clever on the surface, can’t see this delivering much for Heritage at this stage.
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