the7stars – TSB
A first in UK banking, TSB launched its Fraud Refund Guarantee, going further to cover TSB customers against fraud than any product that came before it. TSB wanted to position the guarantee as a reason to sign up for a current account but faced the challenge of consumers being switched off to fraud, not believing it would happen to them.
The challenge was compounded by just 4% of non-customers being able to associate the product with the brand. TSB was challenged with driving this up to 10%. With limited budget, the brand looked to maximise relevance by targeting those customers in-market for a new account, mitigating the risk of wastage across an inert audience.
News brands provided an opportunity for TSB to speak to an audience who were thinking of fraud by targeting those consuming content on that very subject. That created a greater opportunity to stand out and drive attention among a hard-to-engage audience.
TSB focussed activity on peaks in fraudulent activity, developing a two-pillar strategy built around context (targeted messages reaching people engaging specifically with fraud related content) and culture (targeting who engaging with a cultural moment that had a fraudulent angle, for example the Tinder Swindler).
Ozone’s scale and targeting capabilities made it the perfect partner, allowing TSB to reach those interested and conscious of fraud. However, the brand also peppered the campaign with contextually placed ads in print, jumping on every opportunity to align itself with relevant fraud moments.
Using advanced natural language processing and semantic technology, TSB placed ads next to the most relevant articles and retargeted those who had viewed fraud articles and had been exposed to fraud-related ads. To counter ad fatigue, the brand’s inhouse creative team regularly produced new creative, with alternating messaging and imagery.
In its early stages, the campaign showed very strong results in Ozone’s Attention Index. TSB has seen uplifts of 7% in awareness, 6% in consideration, 3% in preference and 2% in action intent, beating benchmarks compared to the banking sector as a whole.
This complex campaign covered a really different subject matter and had to work hard to find the relevant content, which made the most contextual fit for the message.
Dino Myers-Lamptey, founder, The Barber Shop
7%
increase in awareness
6%
increase in consideration
