Challenge 

A major financial institution needed to launch a new home-financing product during a period of national power instability. Traditional communication channels were disrupted by load-shedding schedules, significantly reducing reach and engagement at key times. 

Solution 

We deployed NightVision, Dentsu’s proprietary AdTech solution, which identifies audiences based on real-time load-shedding data. This allowed the campaign to reach consumers when they were most likely to be online and attentive. 
Key actions included: 

• Dynamic audience targeting based on energy availability. 

• Automated ad scheduling aligned with power recovery periods. 

• Optimised creative delivery to maintain relevance and maximise engagement. 

Results 

• +175% increase in click-to-conversion rate. 

• -61% reduction in cost per conversion. 

• Significant uplift in overall campaign efficiency and engagement. 

Key Takeaway 

Innovative use of contextual data and technology enabled the bank to overcome market-specific challenges, ensuring its new financial product reached and converted the right audience, even under adverse conditions.