Heritage Bank claims media first with streaming online banner for ‘bank rage’ campaign
Heritage Bank’s ‘Bank rage’ campaign, which began with a mailer targeting journalists a few days ago, is claiming a media first with the launch of a streaming online banner ad that allows users to throw virtual objects at their current bank.
The online offensive launched at midnight last night on Couriermail.com.au, and will run until midnight this evening. According to the bank, this is the first time a brand has put an interactive video in an online banner ad.
Heritage Bank is running hourly competitions using the #bankrage hashtag, and asking people to nominate what can be thrown at targets within the ad at byebyebankrage.com.
The bank has also transformed two Adshel bus stations in the Brisbane CBD into miniature, interactive bank branches. The ad sites are located by BOQ, Westpac, Suncorp and HSBC, and include a message on the roof targeted at rival bank executives.
The campaign also has a print element, with a double-page spread having run in The Sunday Mail yesterday; the ad included a form people need to switch banks.
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“this is the first time a brand has put an interactive video in an online banner ad.”
– Revolutionary!!!!!!!!!!!
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Interactive videos within banners have been running quire effectively on websites such as the dailymail.co.uk whaich receives a lot of Australian audience traffic. Targetted campaign though.
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Spent about 10 minutes listening to the commentary, love the idea. Regardless of whether it’s a media-first I say props to them for doing something in a less-than-sexy vertical.
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didnt work on my machine i wonder how many others it didnt work on
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Before the haters start hating, just thought I’d clarify, we know interactive videos are nothing new, but this would at least be one of the first where the public can interact with actual people in real time via a banner.
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Fantastic! It works wonders. What great interaction.
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Not everything has to be revolutionary to succeed… I liked the live feed. But, the bus shelter idea looks like you’re trying to generate cheap publicity.
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Mark, nah, the roof thing wasn’t for publicity, Adshel said we could put something up there if we wanted to, so we did. Given that one of the shelters was in view of no less than four major banks, BCM had the idea of beinga bit cheeky and creating a message for the bank employees, who were pretty much the only ones going to see the ads anyway. The two bus shelters are actually mostly decked out as branches and the target market is new customers – they’ve even got switch forms in the with the business cards of the local branch managers.
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One of the first is more accurate than the first.
Orcon did a live banner that you can interact with via Special Group in NZ that has won quite a few awards.
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And why would I switch to Heritage … no compelling reason other than the fact that the govt has made it a little bit easier. Last I heard, BOQ and HSBC weren’t considered big banks either so interesting message to their execs when they’re contender brands too!
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Matt are you this active on all social media forums – or just the ones in the advertising community?
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