When it comes to high-performing campaigns, this doesn’t leave anything to chance – especially not attention. So, when Australia’s largest bank set out to drive uptake for its Premier Saver account, it turned to atn and its Attention Guarantee to ensure the investment delivered more than just impressions.
With a keen focus on proving effectiveness, The banking client booked an Attention Guarantee campaign, backed by Adelaide Metrics independent validation and real data, across five capital cities over a four-week period.
A common barrier for financial brands is navigating legal disclaimers in audio formats. But in this campaign, atn successfully used a shortened terms and conditions message that retained legal coverage without compromising engagement or clarity, a move that allowed the creative to land cleanly and effectively.
The campaign delivered an Attention Unit (AU) score of 54.26 outperforming the global radio benchmark of 48.95, and atn’s own average of 53.71.
Attentive reach hit 78%, representing 2,370,420 people aged 35–54 who were actively paying attention to the ad.
Attention Unit (AU) score
Outperforming the global radio benchmark , and atn’s own benchmark.
