Innocean Australia Uses ‘Personalisation at Scale’ to Target CFOs for First Eftsure Work

Innocean Australia has created its first campaign since being appointed to work on fintech brand, Eftsure. The market leader in payment fraud prevention offers online payment protection software to ensure business transactions mitigate the risk of cyber fraud and error.

The Eftsure platform is powered by a network of verified business and bank details, using a proprietary database of more than 5 million records and safeguardings $18 billion of business payments monthly. 

Using a ‘personalisation at scale’ approach to target Eftsure’s primary audience - company CFOs - the first ever brand campaign is utilising out-of-home sites secured in view of Sydney-based CFO office windows, on their way into work, on roving truck media, and the unheralded elevator media inside the actual office towers of the CFOs.

The campaign's pioneering use of hyper-personalisation ensures the messages stand out in today's crowded digital landscape. Each bespoke execution personally addresses the CFO and potential lead, with a concept created entirely for them.

All together, 45 bespoke executions and 13 brand executions will run from 4 September for the next few months. The CFOs targeted manage the finances of a range of organisations, from household brands such as Foxtel (‘Stacey, keep your payments free from drama’) and IAG (‘When it comes to cyber payment security, Michelle, help is who we are’), to more niche organisations such as KU Children’s Services (‘Walter, send cyber fraudsters to the naughty corner with Eftsure’).

Eftsure’s head of marketing, Niek Dekker, said, “Cyber fraud is on the rise right now, with about 90% of CFOs claiming to feel the effects of increasing global cybercrime activity. Hence most of our B2B activity to date has been solely aimed at this audience. Innocean has taken our targeting strategy from digital to out-of-home they can’t ignore. Even if the CFO misses their bespoke ad, we’ll be taking photos and following up via email and LinkedIn, so it’s the ultimate icebreaker.”

Damon Porter, Innocean Australia creative director, said, “Working with Eftsure to understand their audience was crucial to tackling this campaign. It’s a great start to our partnership that uses a personalisation at scale approach - but done in a way that you can’t click to close or scroll past.”