Paribu Cineverse Jingle banner

Paribu, supporting culture and art through its "Paribu Cineverse" initiative, ran a campaign for World Cinema Day in collaboration with TVekstra, reaching 53% of Turkish households. The campaign offered Paribu users a special cinema promotion and introduced a "media-first" sound banner using Paribu's signal sound combined with a movie theatre gong. Targeting upper-income males with a tendency to use financial apps, it optimized for popular TV shows. The campaign achieved a 0.71% return, surpassing the 2023 financial sector benchmark of 0.68%.

Description

Paribu, which has been supporting culture and art since its establishment, holds a significant place in the cinema field through the sponsorship of ""Paribu Cineverse.""

Paribu Cineverse curated a special campaign for last year's World Cinema Day on November 14 for the second time: between 1-30 November, Paribu users with at least 50 TL in crypto assets were gifted a medium-sized popcorn menu worth 200 TL in CGV Para.

To encourage potential users to download the Paribu application, we collaborated with TVekstra, which reaches 53% of households in Turkey and has high performance in the target audience. We designed the use of the banner differently: with TVekstra, offering an alternative targeting method, we implemented a ""media-first"" campaign using the Paribu Cineverse signal in the banner. This signal was prepared by reinterpreting the Paribu signal with the gong sound used in movie theatres.

For this campaign, the first example of sound banner usage in the media, we took advantage of TVekstra's targeting feature. We reached the target audience, predominantly males with a tendency to use similar financial applications, in the upper-income group. Additionally, optimization was achieved specifically for popular prime-time TV series and entertainment programs.

For interaction, we placed our QR code on the sound banner and directed viewers to download the Paribu application to benefit from the promotion.

During the TVekstra campaign,  6,748 people clicked on the banner.

While the financial sector benchmark for 2023 in TVekstra was at an average of 0.68%, we carried out a successful campaign above the average with a return of 0.71% in this Paribu campaign.

Impact

The Paribu Cineverse campaign in collaboration with TVekstra made a significant impact by introducing a ""media-first"" sound banner, which combined Paribu's signal sound with the iconic gong used in movie theatres. This innovative approach enhanced brand recall and created a seamless connection between the platform and the cinema experience, resonating strongly with the target audience.

Impact Measurement:
Target Audience Reach: By leveraging TVekstra's advanced targeting, the campaign reached upper-income males inclined to use financial apps, optimizing specifically for prime-time TV series and entertainment programs.

Engagement:
The use of a QR code in the sound banner drove direct interaction, leading 6,748 users to click the banner and engage with the campaign.
Performance vs. Benchmark: The campaign outperformed the financial sector benchmark for 2023, achieving a 0.71% return rate, compared to the average of 0.68%, indicating a high level of engagement and conversion.

Results:
The unique use of sound banners created heightened interest and differentiation in the crowded advertising space.
The campaign's alignment with both entertainment content and financial app usage ensured that the right audience was reached, driving both app downloads and cinema promotions.

The overall success of the campaign demonstrated how innovative formats and precise targeting can yield results above industry standards.