Aldermore Bank and AdSmart

Promoting a new brand among a core audience

Background

Following a recent brand refresh, new to TV brand Aldermore Bank chose AdSmart to run a campaign promoting their brand among their core audience.

Aldermore are a British challenger bank offering a wide range of services including specialist mortgages, savings accounts and business finance solutions.

Objectives

Raise spontaneous and prompted brand awareness amongst ‘go getters’
See if recent brand refresh resonates with target audience
Increase traffic to Aldermore website and increase search frequency for ‘Aldermore’.

Top Line Results

The research showed that the exposed group were significantly more likely to remember seeing the Aldermore Bank ad than
the non-exposed group by a significant margin of +300%
The exposed group were also more likely to correctly attribute the tagline “Banking for the bold” with Aldermore
compared to the non-exposed group (+150%)
When asked if any actions were taken after seeing the Aldermore ad, 16% of those who remembered seeing it took
some type of action as a result. This was compared to an norm of 7% for other finance campaigns.
The most popular action take was to visit the Aldermore website, with 11% of recallers going on to do so which was a key campaign objective

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