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Banque Française Mutualiste (BFM) wanted to use the powerful targeting capabilities of mobile to deliver multiple brand video messages tailored to public service agents – the military, the police, nurses and cleaning operatives. Read on to learn about the solution and the results achieved.
Challenge
BFM is a French bank whose offer is specially designed for public service agents (military, police, nurses, cleaning operatives). As such, it decided to design a highly personalized communication campaign using multiple video messages – each adapted to the profession and daily life of its customer base. Although traditional media such as TV, print and out-of-home offer strong outreach capabilities, it wanted to leverage mobile as a complementary channel, to ensure each message was delivered to the right audience. That’s why it needed a technology partner that would enable it to segment its key audience, understand their behavior on mobile, and reach them with the right message to generate unmatched levels of engagement.
Solution
Fueled by unique, reliable mobile data, Ogury enabled BFM to uncover the true characteristics of each of its personas, including demographics, mobile user journeys across apps and websites, and discriminant brands and interests. Armed with this information, BFM used Ogury User Engagement to attract its ideal customers with a video message that truly resonated with their needs and everyday life.
The brand delivered the campaign on OMID-compliant inventory, which allowed for accurate in-app viewability measurement. To provide a complete picture of the campaign’s success, Ogury also measured a new and much more accurate video ad performance KPI: Viewable Video Completion Rate, or V2CR*.
*viewability x video completion rate
Results
The ad campaign achieved exceptional levels of performance, reaching 91% viewability and 82% average VCR. With 75% V2CR, the campaign surpassed Ogury’s own benchmarks of 67%. The IAS also reported an average brand safety percentage of more than 99%, with the campaign recording less than 1% invalid traffic.
Ogury’s powerful data solution allowed us to have a thorough understanding of our customer base. The team was able to understand and adapt their brief to our needs and objectives, which enabled us to achieve exceptional results.
Virginie Diallo
External Communication Manager, BFM
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