In contrast to traditional market research, a much more objective view emerged on what clients find important. That makes us more effective, and clients get the services they truly wish.
Leslie Hogeveen, director of marketing at KNAB
KNAB is a new concept in banking, with a more client-oriented and fully online approach. To put such a proposition in the market, an extensive and multifaceted campaign was required. Marketing director Leslie Hogeveen decided to get Neurensics on board right from the start:
“I worked with Neurensics on many aspects of our campaign. We tested propositions, campaign proposals and brand associations with Neurensics. In contrast with (just) traditional market research, a much more objective view emerged on what clients find important or not. That makes us more effective, and clients get the services they truly wish.”
“Our TV commercials, for instance, proved very effective. In a tight collaboration between Neurensics and the ad agency we could modify our commercials so that the effect van maximized. Neurensics showed they now had high Effie-correlation. In practice, they had a significant (and proven) contribution to the growth acceleration (3000 to +120.000 clients) we experienced. Moreover, Neurensics showed that the 20 second version was even more effective than the 30 second one. That made our ‘marketing euro’s’ worth even more.