Creating demand for complex financial services
AO developed a digital lead-generation campaign and website experience for a specialist financial-services organisation helping customers access restricted funds.
- Geography
- Southern Africa
- Engagement
- Campaign strategy and execution
- Primary outcome
- Qualified demand for a complex financial service
- Confidentiality
- Customer identity withheld
What was on the table
The service was complicated, regulation-heavy and difficult to explain. The target audience needed to understand whether inaccessible or restricted funds could be addressed, and what action to take next.
How we approached it
AO designed and delivered the campaign positioning, creative, journeys and media execution, and improved the website experience receiving the traffic.
The capabilities behind the build
- 01Strategy
- 02Campaign execution
- 03User experience
- 04Data and reporting
The operating flow
- 1
Audience and scenario research
- 2
Message simplification
- 3
Creative and journey build
- 4
Paid-social distribution
- 5
Lead capture and qualification
What changed
- Increased website traffic
- Generated qualified enquiries
- Improved visibility among a specialist audience
- Converted complex financial subject matter into understandable customer communication
What this engagement drew on
Customer identity withheld under confidentiality agreement. AO publishes work only in a form agreed with its clients. Where a customer has not granted naming rights, the engagement is described by industry, scale and outcome — never by identity, logo or screenshot.
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