Eftsure uses ‘personalisation at scale’ to target CFOs in first campaign from Innocean Australia
Innocean Australia has created its first campaign since being appointed to work on fintech brand, Eftsure. The market leader in payment fraud prevention offers online payment protection software to ensure business transactions mitigate the risk of cyber fraud and error.
The Eftsure platform is powered by a network of verified business and bank details, using a proprietary database of more than 5 million records and safeguardings $18 billion of business payments monthly.
Using a ‘personalisation at scale’ approach to target Eftsure’s primary audience – company CFOs – the first ever brand campaign is utilising out-of-home sites secured in view of Sydney-based CFO office windows, on their way into work, on roving truck media, and the unheralded elevator media inside the actual office towers of the CFOs.
The campaign’s pioneering use of hyper-personalisation ensures the messages stand out in today’s crowded digital landscape. Each bespoke execution personally addresses the CFO and potential lead, with a concept created entirely for them.
All together, 45 bespoke executions and 13 brand executions will run from 4 September for the next few months. The CFOs targeted manage the finances of a range of organisations, from household brands such as Foxtel (‘Stacey, keep your payments free from drama’) and IAG (‘When it comes to cyber payment security, Michelle, help is who we are’), to more niche organisations such as KU Children’s Services (‘Walter, send cyber fraudsters to the naughty corner with Eftsure’).
Says Niek Dekker, head of marketing, Eftsure: “Cyber fraud is on the rise right now, with about 90% of CFOs claiming to feel the effects of increasing global cybercrime activity. Hence most of our B2B activity to date has been solely aimed at this audience. Innocean has taken our targeting strategy from digital to out-of-home they can’t ignore. Even if the CFO misses their bespoke ad, we’ll be taking photos and following up via email and LinkedIn, so it’s the ultimate icebreaker.”
Says Damon Porter, creative director, Innocean Australia: “Working with Eftsure to understand their audience was crucial to tackling this campaign. It’s a great start to our partnership that uses a personalisation at scale approach – but done in a way that you can’t click to close or scroll past.”
The campaign is live September and running throughout Sydney, with other markets to follow.
Eftsure
Niek Dekker, Head of Marketing Eftsure
Luke Fielding, Head of Demand Generation Eftsure
Innocean Australia
ECD: Wesley Hawes
CD: Damon Porter
Copywriters: Oscar Godsell, Charlotte Berry, Georgie Parchett, Ianthe Jacob
Art director: Lachie Rotherham
Head of Design: Michael McGregor
Designers: Madeline Purdy, Doris Tan, Ivana Siauwidjaja
Account Manager:: Ruth Murphy
Account Director: Luke Haddrick
Client Partner: Carolyn Cho
13 Comments
I like personalised campaigns like this. Clear, thought-out messages the recipients are bound to notice (if not, their staff will draw their attention to the poster), and I’m sure they’ll be chuffed.
45 personalised executions aimed at decision makers via OOH does not make it personalisation at scale. The ‘at scale’ part of the term means a high volume of prospects or customers receiving tailored messaging. This is just a stunt – a really good stunt mind you.
Good point but I would assume if it works, the volume of messages could be ramped up to target hundreds or more prospects esp since these are electronic signs
Scale is a relative thing. Reaching 45 CFOs in one go could be a win
Any baubles, distractions or tonics to soothe the weariness from relentless car ad production.
How many designers to make that?
3.
Door to door sales tactic
I love the personalization!! Imagine seeing a billboard designed specifically for you – with a topical pun and everything! It would definitely make me pick up the phone to hear more.
It’s a vanilla, forgettable stunt that has been done over and over. There’s even an NRMA line in there? It’s also not ‘personalisation at scale’ as OOH is a mass comms channel – just another vanity project for the agency.
Try again
More like how many [writers] to make that?
Not 4? Did the Head of D not do anything?