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  • webexpenses
  • Webexpenses

Webexpenses- A Wise Man

Client: Webexpenses
Brand: Webexpenses

Webexpenses was one of the first SAAS (software as a service) applications on the market. It gives organisations the tools to manage their expenses in a simple way, increasing efficiency, stabilising T&E spending and reducing operational costs.

The target market for this service is Accountants and Financial Directors of companies with 15+ employees. As the market moves towards electronic expenses it is clear that we have a window of opportunity to provide webexpenses with a manageable number of qualified leads.

In a relatively dull market we created a distinctive brand idea that underpins webexpenses promise to ‘make expenses simple’. 

The idea of the ‘wise man’ has been taken through web banners, rich media, targeted emails and has led the redesign of the website and brand film. We have experimented with different propositions, offers and calls to action. Creatively, we remember that accountants and FDs are real people, too, and we try to entertain as well as inform.

In targeting, we began with the most ‘switched on’ audience of FD’s who were aware of SAAS applications and were actively searching for information. With our media partner Total Media we used contextual targeting to follow the core audience and allowed the model to refine and improve itself, balancing volume of impressions against cost per qualified lead.  We found targeted emails to be particularly effective. 

Since the campaign launched in mid-2013, banner click-through rates have been way above industry averages, as have email open and click-through rates. 

Web traffic to webexpenses has increased by 200%. Qualified leads are up 260% on previous year. Lead generation targets are over 100% more than forecast and conversion has been improved.

This is a good example of using a relevant creative idea to cut through in a ‘dry’ sector, coupled with focused and organic media planning, to produce more efficient and productive rates of return. 

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