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Background
TransferWise® is a money transfer service, launched in 2012 as a way to send money abroad without incurring high exchange rate charges.
By prefacing a linear TV campaign with tailored AdSmart activity, TransferWise was able to combine the brand-building power of TV advertising with highly selective targeting to ensure the ad was seen by customers with a strong likelihood of needing to use a money transfer service.
Objectives
To acquire new customers
To increase awareness of the TransferWise service
To communicate the benefits of the TransferWise service.
Top Line Results
Recall of the advertising had a positive effect on brand prominence. In a competitive market, the AdSmart test group were more likely to recall the TransferWise creative when prompted than the non AdSmart exposed group.
Control = 3%
Test = 9%
And there were visible uplifts in the brand perceptions of TransferWise thanks to a highly targeted AdSmart campaign.
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