Using video, we were able to highlight inaccuracies relating to payday loans whilst also driving conversions well above the average rate.
Display is becoming an increasingly oversaturated market, so there is really a need for creative that stands out. When combined with a relatively unknown brand, we knew we had to grab consumers' attention in a way that also complemented our standard performance activity.
We based our campaign around a video commissioned by Vivus, where YouGov interviewed everyday people about their misconceptions of payday loans and APR. We overlaid this video with an interactive quiz that tested people’s knowledge and used search retargeting and in-market finance segments to deliver it to users.
By using the video overlaid with a quiz, we were able to have a 7.37% CTR – well above the industry average of 0.03%.