Slow TV with ME.
TV too fast paced for you? Then slow that thang dooowwn. At over 60 minutes, this was some BIG content for ME Bank. But it was so gosh darn satisfying to watch, 24% of viewers stayed for the whole oozing, scraping, precisely-sliced thing.
The content strategy
Background
At ME, social channels played a crucial role in creating brand advocates through connections with our customers.
After becoming the fastest growing and most engaged bank* 2 years in a row, we had to keep our content fresh and exciting.
We embodied the brand value of ‘have a swing’, and set our eyes on the Slow TV trend.
Sprinkled into the content was a subtle nod to the growing audiences who enjoy ASMR, with a full 60-minute sensory experience, delivered directly through YouTube.
Objectives
Create long-form content as an antidote to the barrage of bite-sized, attention-seeking video content online.
Delight a specific segment of ME’s community.
Create an evergreen piece of hero content that is not tied to a particular event.
The measures of success for the campaign was audience engagement, watch time and awareness through media.
Results
The hero piece of content on generated 27,800 views in the first week, infiltrating the ASMR and oddly satisfying communities of YouTube.
The view through rate was 24% - with 6,500 people tuning in for the full 60-minute experience.
Social content reached 335,000 people, generating 120,000 views and an engagement rate of 2.68% (Industry benchmark of 1.5%^).
We were one of the first Australian brands to publish to IGTV, with a 10 minute teaser generating further interest.
The bold content campaign was covered in Marketing Magazine, Smart Company, Ad News and Mumbrella.
For a piece of content born from one of ME’s unique values, ‘have a swing’, we hit it out of the park.
Snack on some Slow TV
Get the vibe with a quick 60 of our greatest oddly satisfying shots. This asset was the teaser trailer and social edit.
Go the whole 60
Brain still stuck in #SlowSummer mode? Sit back and watch our oddly satisfying video of a Buck card being crafted entirely from scratch. Check out the full 60-minute #SlowTV experience here.
The details:
*Fastest growing and most engaged bank as determined by Unmetric, 2017 - 2018
^Average engagement rate of 1.5% for Australian Finance as industry benchmark according to Facebook Report, 2018, and Unmetric.
The team
Content Strategist & Producer: Bec Thexton
Head of Purpose and Content: Scott Dare
Creative Agency: Either Either
Social Specialist: Annabelle Willis
Art Director: Mete Erodgan