Brief:
This year, permanent tsb launched a new mortgage campaign. The thought behind the campaign was that permanent tsb makes everything about getting a mortgage simpler. Removing hassle on every step of your mortgage journey.
Our Challenge:
Our goal was to bring this to life with a digital initiative that could make life easier for our customers. The problem we identified was that many busy house hunters are time poor and find it hard to get the time to get out to viewings of properties.
Our creative team’s idea was to harness the emerging social media platform Periscope to bring live video property viewings to time-poor house hunters.
(Periscope is a mobile app that enables you to live stream video from your mobile phone across Twitter and the web).
The Execution:
To kick things off, we set up our permanent tsb channel on Periscope. We then partnered with Daft.ie who put us in touch with a number of Irish regional estate agents.
Our creative team worked with them to line up properties, explain the concept and offer guidelines for video performance.
To tune in, all viewers had to do was simply follow permanent tsb on Periscope or Twitter. Every time a viewing went live, followers would receive a notification on their mobile to start watching. While the estate agent did the live recording, viewers could comment on the property and ask the agent questions in real time through the app.
On Twitter we explained how to sign up and follow the viewings via Periscope or Twitter. We ran dynamic display ads Daft.ie, to target active house-hunters. These ads sat alongside participating properties, and were updated in real time to promote the times & date of upcoming viewings. After a viewing was finished these ads were updated, so people could click on them and access the viewings in a video gallery we built on Daft.ie. Here you could view all the past viewings we had on periscope. And ran video ads across key websites.
Key Stats:
Average 52 live viewers per viewing, 2550 viewers across all channels.
