Lloyds Banking Group “Car Loan MicroSite”

Lloyds Banking Group had a simple yet tough challenge. They knew that they had potentially a large number of customers in the market for a car loan, however, not everybody wanted the same size of loan and a sizeable number of people were simply not in the market. Although targeting technology has improved, it is still near impossible to target with such granularity.

The format of this FreeWall®, which allows users to answer positively or negatively, meant that only those in the market for a loan were engaged and campaign waste was eliminated. The revealed microsite with its multiple layers of interaction, accompanied by an opt-out stage at every turn, enabled a rich segmentation of the audience by: interest category, intent to borrow, loan amount, attentiveness, and immediate demand.

Marketer’s are tasked with the challenge of making sure their campaigns reach the relevant audience — a task which is made all the more laborious when over 90% of online banners fall victim to ad-blindness. The educational dimension of FreeWall® provides a powerful and yet simple solution to a growing problem.

FreeWall® is an in-stream ad format that is bought on a CPE pricing model to guarantee 100% engagement, 100% viewability and 0% fraud. By using our Q and A format we consistently deliver unprecedented levels of brand and product recall. The format is so effective that we only need to target online users once per campaign. By doing this we not only drastically improve the reach of the brand’s message, we ensure that this reach is unique every time. Our 4% click through rate massively exceeds the average of ordinary advertising formats (0.1% according to DoubleClick) and this can be attributed to the flexibility of our format which incorporates your video assets and a call to action simultaneously.

Our relationship with premium publishers guarantees that we deliver an unrivalled, unparalleled and unbeatable depth of partnership. More importantly, our format creates a meaningful connection between a brand and their audience. FreeWall® unlocks long term memory encoding which leads to a 86% success rate for brand recall, as confirmed by a NEURO-INSIGHT study. What is crucial about the access FreeWall® provides to a user’s long term memory encoding is that it allows the brand’s message to become an integral part of the user’s present and future thought processes. Encoding is the first crucial step in moulding a new memory and FreeWall® ensures that brands secure their place in the process.