Case study:
Hypo Alpe-Adria-Bank

About Hypo Alpe-Adria-Bank

Hypo Alpe-Adria-Bank is an established brand in Slovenia and in foreign markets. They put customers first. They provide comprehensive financial services and always strive to provide customers with as simple and innovative services as possible, tailored to their needs and capabilities. They have been present in Slovenia for 21 years and have a network of branches spread across all major and slightly smaller cities across Slovenia.

About HIP credit

HIP credit is an innovative and advanced service, the only quick cash loan of up to € 5,000 that customers can make without visiting the bank. Clients of any bank can make a loan directly through the website www.hipkredit.si. This is made possible by an online application through which the customer completes the entire process from calculation, submission to credit within 7 minutes, from the home armchair. Clients receive the contract to be signed at their home and receive the money deposited into their account as soon as possible. Everything the customer needs to get a HIP credit is a valid ID, tax ID and bank card.

Target group

Since HIP credit is intended for clients of all banks and they can conclude a contract online, the target group was defined very broadly and segmented by interests according to the purpose for which the cash credit can be used.

Advertising HIP credit

In February 2016, Hypo actively began promoting the sale of HIP credit both in branch offices and through a new channel, i.e. website www.hipkredit.si. Given the specific nature of the service, the subscriber decided not to use the classic model, but exclusively BTL activities with the exception of radio which provided additional support. In addition to POS material and branch equipment, digital advertising tools (image ads, video tutorials, static and animated ads) or channels were the key elements of BTL activities. Advertising has been implemented in waves since the beginning of February and the purpose is to promote the service constantly throughout the year.
The primary goal was to increase the knowledge about the service and to inform potential customers about the new channel for taking out credit directly from the home armchair. At the same time, the plan was to capture the entire online population who are in the phase of making major purchases, creditworthy, and directed directly to a tool that can quickly and easily reach the desired funds.

Why AdWords?

Of all the available advertising options today, the effect of advertising on the Internet is the easiest to measure, it optimizes towards the set goals and is therefore the most effective. Google AdWords stands out for all its options in terms of efficiency, cost and prevalence, which is why it accounts for a large share of the advertising budget at Hypo Bank.
Hypo Bank has already advertised on Google, but the results were not satisfactory, so they contacted us to manage their Google AdWords account. The combination of the right approach to advertising and easy and fast credit solutions for clients are the two most important reasons for the success of advertising. Dominatus takes care of the advertising of the bank's website and the advertising of the separate site hipkredit.si. The main goal of advertising of the hipkredit.si website is to obtain contact interest from customers to make a loan, who they later call. They generated over 30% of all inquiries on hipkredit.com through Google AdWords advertising.
The real value of Google AdWords advertising is even greater, with many interested parties coming to the site via hypo-alpe-adria.si, which is also advertised through Google AdWords for various services, with payday loan being the most popular one.