Creating a cost-effective and disruptive way to generate leads for Zopa’s ISA product for the over 50s.
We needed to generate leads for Zopa’s ISA product with it’s core audience – 50+ year old men, on social.
This required a cost-efficient and disruptive way to get in front of them, engaging around a relatively dry and undifferentiated product.
The audience are passive users of social, but do enjoy casual games. We built an innovative Facebook canvas ad unit based on an interactive ‘choose your own adventure’. You navigated a pig through low, medium and high risk scenarios, leading to a range of different outcomes.
Product “sold out” target number of deposits early, within CPA target, and re-targeting those who engaged with the canvas experience drove double the response rate.