Home Loans That Deliver
Award Category
BEST USE OF DATA, TECHNOLOGY OR ANALYTICS
Agency
Starcom
Client
Suncorp
Collaborating Partners
Adshel
Sponsor
Objectives
The big four banks dominate the real estate loans industry but Suncorp wanted to take advantage of the boom in the Sydney real estate market. It had record targets in its sights: 50% growth in Sydney home loan lodgements and 25% in digital lead generation year−on−year. Suncorp, a Queensland brand, had low awareness in the market and it had a media budget that was less than a quarter of the major banks and had only 3% share of bricks and mortar branches to service the customer base in NSW.
Campaign
Banks typically fight for market share of home loans by cutting rates but without this financial differentiation to entice customers, Suncorp had to rely on creating a service offering instead. Given the bank only had a small Sydney branch network, Starcom instead turned to Suncorp’s team of five mobile lenders, unrestricted by bank hours or locations. The result was the Home Loans On Call app, designed to allow customers to know when a mobile lender was in their area. The app gathered real−time GPS location data from the mobile lenders' work smartphones and was delivered directly to the audience. Starcom also wanted to highlight the on−call service was available where it was least expected — outside of work hours. The agency worked with Adshel to target commuters with the On Call app integrated into its digital network. Each app sent the lenders’ data to a server that inserted each location into a database. A server within the Adshel digital network relayed the live connection to the database to return aggregated location data for all lenders over a 30−hour period. This data then dynamically animated the current and historical position of each lender in real−time. It meant that Sydneysiders could know where a lender had been and were going, and then book an appointment for their arrival home.
Results
The campaign saw home loan lodgements increase 234% year−on−year — more than four times Starcom’s original target. In addition, mobile lender lead generation
reached 171%, an increase of 62% on the prior campaign.
Judges Comments
“Lining up all the elements was obviously complex. Integrating all the elements to optimise a small resources was impressive.”
