Who the client is
SGB-Bank is one of the leading financial institutions in Poland, ranking among the country's 15 largest banks. It serves as the affiliating bank for around 170 cooperative banks across Poland and is known for combining strong traditions with modern solutions, such as mobile payments and a mobile app.
The starting point
- Refreshing the image of a cooperative bank. The brand was often perceived as traditional and aimed at older generations. It was necessary to show that SGB is a modern banking institution, active and close to local communities.
- Building recognition on a large scale. The goal was to reach as broad a share of Poles as possible. It was essential to make effective use of various digital channels and optimize the cost of reach.
- Translating the message consistently across digital channels. The campaign had a strong presence in traditional media, so the challenge was to maintain the consistency and emotional power of the message in the online space. Digital had to complement the offline activities, not simply copy them.
What was done
Two fronts: building brand awareness, and driving high-quality traffic to the new landing page. Three main channels were used, each assigned a specific role in the funnel.
Programmatic
The main communication channel, with a full set of display and video materials across the entire Google network, including the Masthead format and a Brand Lift study. To achieve maximum visibility ahead of the holiday season, a Masthead video ad on YouTube was targeted at audiences within SGB's target group. Beforehand, among these same users, a Brand Lift study checked whether the ads influenced their decision to consider SGB-Bank as a potential choice in the future.
Meta Ads
Video campaigns and campaigns with a reach objective, placed in the middle part of the funnel. Interest-based targeting reached specific segments, for example people over the age of 30 for whom family is very important. The variety of formats allowed multiple goals, from broad reach to low-cost conversions on the landing page.
Google Ads
Search ads let everyone interested in SGB, including existing customers, get acquainted with the brand's new line of communication. A Discovery campaign aimed at Android users was designed to capture attention through placements such as the Google Discover app, guiding a potential customer from the top of the funnel (DV360 and Meta) to its final stage.
The result
- The ads reached over 13.1 million people, generating more than 160 million impressions over the entire period of activity.
- The Brand Lift study showed a 0.9 percentage point increase in brand favorability.
What happened next
The campaign, carried out in Q4 2022, showed that one in three residents of Poland saw at least one of the ads promoting SGB's new image. The collaboration with SGB-Bank is ongoing, with further projects (see the SGB Mobile app promotion).
"I am very pleased with the results of our collaboration. We have been working together for several years now and plan to continue this partnership. Thanks to the data we gather together, we can clearly see that everything the specialists at MTA Digital do genuinely supports us in building a sustainable business. As far as I know, MTA Digital is the only teal digital marketing agency providing services on both the Polish and international markets. I particularly value the close collaboration, frequent communication, and open dialogue. We can freely share ideas and feel safe receiving substantive feedback. As the person responsible for my company's annual marketing results, I am very satisfied with the way this collaboration works."
