Objectives
- Increase brand awareness
- Attract applications for credit
Tools used:
- Banner on mobile version of Yandex Home page
Period: 7 — 13 December 2015
New Year opportunities
The New Year holidays in Russia are a time for big purchases. At Post Bank, applicants can receive up to 500,000 ₽ with just two documents: a passport and another form of ID. Loan applications take from one hour to one working day to be considered.
When people use mobile devices, they are looking for quick solutions.
To tap into this audience of users, Post Bank decided to use a banner on the Yandex mobile Home page.
Step 1. Prepare creatives
Step 2. Serve banners
The banner was displayed over one week on the Yandex mobile Home page to smartphone and tablet users across Russia.
The banner led to the loan application page. There were 17 fields on two pages that users needed to fill out, including passport data, their mobile phone numbers, and a confirmation code they received in a text message.
Results
The mobile campaign had over 3 million impressions.
The campaign’s reach amounted to 1.78 million unique users, and 339 loan applications.
- CTR 0.51%;
- CPC 30 ₽;
- CR 2.2%;
- The cost of attracting one application was 1392 ₽.
