Canstar challenged BlueChip to create and implement a campaign to boost home owner visits to the Canstar website: all within a week of the brief. BlueChip created the Canstar 10 Minute Challenge, a call to Australians with a home loan to see just how much money they could save on their mortgage. BlueChip recommended:
- A simple, easy online tool (to be developed by Canstar) with real consumer utility
- Tailored content to show the alternative use of potential savings (e.g., a new car)
- Media strategy focusing on online outlets to maximize media promotion of the URL and consumer traffic
Results
Awarded a “Highly recommended” by the Public Relations Institute of Australia, the campaign delivered:
-
10,000%
Unique visitors, with all media
including the URL in coverage
-
4,000%
Home loan customers
entering their data
-
500%
New leads for Canstar’s
mortage comparison service