Digital media research
Lake recently completed a digital media study piloting the viability of communicating through LCD screens prior to rolling out to all branches. The data gathered will contribute to the bank's digital marketing business case and develop creative guidelines to maximise the contribution that digital marketing will have to the business and brand. Using Lake's real time response, Lake tested 19 minutes of advertising film that appeared on LCD screens in a test branch. Research was conducted via focus groups using Lake's handsets to continuously track respondent's opinions of the adverts that appeared on the screens.
In addition, Lake tested various adverts and promotions displayed on ATM machines at the point of delivery for both the owners of the ATM and third parties. The research was conducted in a mock up branch whereby respondents were recruited to visit the branch and complete a transaction on the ATM. Respondents were then interviewed following this exercise to establish advert recall.