We strategically changed the main communication channel from print to DRTV.The creative concept was a surprising and astonishing series of whimsical short commercials of a guy hanging on a bench (in German there is only one word for “bank” and “bench” = Bank). He stands rain and snow, different seasons, endures a gardener and a painter only to stick to his bench = bank. The emotion he triggers is pity. After a long period of distress and agony, he finally gives in, lets loose and is ready for easybank.The DRTV spots were supported by print-ads and MGM-mailings. In all media from flyers to account reports, and the easybank homepage, key-visuals and basic messages were kept consistent.

Just a few weeks after implementation in January 2004, the spots generated an 18% increase in demand for information packs. The conversation rate was 78%. In the first quarter of 2004, easybank signed more new customers than ever before, up 23%. Awareness rose from 27% to 38% within eight weeks and reached 46% at the end of 2004. A 4.8% response rate to 15,000 MGM mailings resulted in 560 new clients. A total increase of 17% in customers proved that changing from print ads to DRTV, as well as a change in the creative approach, were definitely the right decision.