Through its digital advertising campaign, Banka Sparkasse aimed to increase the number of new customers and boost its brand awareness among non-customers. The digital media campaign was based on first-party data and personalised ad messaging to ensure high relevance and effectiveness in reaching the target audience. Ads took users to personalised landing pages featuring clearly presented offers for new customers.

Data-driven advertising using first-party data

To achieve our objectives, we developed a data-driven advertising campaign leveraging Sparkasse’s first-party data collected through the iPROM Private DMP platform. Using artificial intelligence, we analysed this data to gain insights into the behavioural patterns of potential customers, enabling the creation of precise target audiences. Employing the lookalike method, we expanded existing audiences to reach a broader population and deliver personalised ads. We excluded existing customers from the target audience, reducing media waste and increasing the relevance of advertising messages.

Combining behavioural and geo-targeting

The advertising strategy integrated two targeting methods: at the national level, we used behavioural and advertising data to build brand awareness, while geo-targeting allowed us to tailor messages to users in specific geographical areas at the regional level. This made the second phase of communication more contextually relevant and tailored to local needs.

Using artificial intelligence to create visuals in advertising messages

As part of its data-driven advertising strategy, Sparkasse utilized artificial intelligence for the first time to generate visual elements for advertisements. The visuals were designed to adapt to the needs of specific target audiences, helping make advertising messages more engaging and relevant.

44% growth in new customers

The advertising campaign drove a 44% increase in new customers during the implementation period compared to periods without advertising. It also generated over 24,500 visits to the customised landing pages, with 10,700 users arriving directly from the ads.

“Sparkasse Bank’s data strategy proved effective in reaching out to new potential customers. Targeted exclusion of existing customers from targeting significantly contributed to the campaign’s success. The personalised approach allowed us to focus on the needs of relevant audiences, which resulted in higher response rates and improved advertising effectiveness. This is also confirmed by the 270 enquiries generated directly through the personalised landing pages,” emphasised Urban Ocepek, Marketing Specialist at Sparkasse Bank.