SUNCORP IS ALWAYS ON CALL

Home loans are the financial product with the highest customer involvement. A home loan decision is one that will last for the major part of a lifetime and owning one's home remains the “Great Australian Dream”. While more and more customers are banking online or making cashless transactions, a home loan discussion is one that predominantly takes place in branch.

Suncorp Bank does not have a huge Sydney branch network, but it could still enable face-to-face service – it has a team of five Mobile Lenders unrestricted by bank hours or locations. To differentiate from its competitors it needed to break banking “Branch Mentality” and harness its team of mobile lenders, promoting their services at scale. This would demonstrate that Suncorp Bank is always on call – and prompt an immediate response during customer hours, rather than bank hours.

We broadcasted the locations of five Suncorp Mobile Lenders live to thousands of Sydney commuters, with real time heat maps on every digital OOH panel in Sydney’s rail network. These five lenders used our custom-built “Home Loans on Call” app that accessed the GPS location of each person’s smartphone and pushed the data to a dashboard to collate their locations and display them on our boards.

By broadcasting location services every day during commute hours across the three month long campaign, customers became accustomed to referring to the panels and could identify when a lender was in their area. When a Mobile Lender was in their suburb, they could then book an appointment with them for their arrival home! Suncorp proved that banking at home isn’t just something you do on a website or app, it was done by an actual person who comes to your door.

The campaign drove a huge increase in Sydney Home Loan lodgements achieving +234% increase YoY– more than seven times the +30% target. It also smashed benchmarks online, achieving Mobile Lender Lead Generation of +171% YoY; more than six times the goal of +25%. Suncorp Bank had never experienced results like this in Sydney before.

For the first time, Suncorp’s Sydney awareness and consideration climbed. The key brand metric “I’d prefer to speak to a Mobile Lender” rose across the campaign period with online enquiries rising to +317% over this time. Consumers had resonated with the service message and it had prompted them to think beyond rate for finance needs.

Following the campaign, consumers were able to recall that Suncorp Bank Mobile Lenders covered all of Sydney, all of the time. It had taught the people of Sydney to expect more when it comes to service and they had responded.