Creativity and Digital Adoption
95%
customer login rate
+15%
above the bank’s average email open rate
The Ask
A leading retail bank needed to drive behavioural change within four priority customer segments. These segments were only partially digitally engaged. Their default contact option was their call centre which led to high operational costs for the business.
Our Solution
We needed to understand these segments’ resistance to digital adoption. Our creative persona research suggested the optimal way of driving digital adoption; elegant, personal and practical digital journeys. We needed to show the target group that the bank’s digital experiences were seamless.
Before customers interacted with the app, we built an interactive digital experience using a preferred channel – email. We designed, built and delivered an animated email, pushing the boundaries of HTML and CSS, with an embedded GIF that encouraged greater user interaction.
Impact
95% of customers that received the dynamic email went on to successfully log in to the app.
The email itself had an open rate 15% above the bank’s average, and triple the clicks.
This email interactivity innovation is currently shortlisted for HSBC’s Global Hex award.