Backbase
Making digital banking engagement more personal
Banking with Value
Backbase builds digital banking platforms that sit on top of existing infrastructure, allowing banks to modernise without replacing core systems. As the platform evolved, the challenge moved beyond explaining capability to helping senior banking audiences recognise the value Backbase delivers.
Backbase’s flagship lead-generation campaign, Vision to Value, had a strong strategic foundation but wasn’t delivering on engagement. The previous iteration was supported by activity, but the central idea wasn’t clear enough for first-time audiences. Without that context, engagement dropped early.
– Conceptual Thinking
– Campaigns
– Video Design
– Dynamic Video
Too much, too soon.
Whilst senior banking decision-makers already accepted the need for digital transformation, it was time that caused the biggest pinch point. In its original incarnation, Vision to Value asked for a high level of commitment at the start, placing a detailed diagnostic scan at its centre. While this depth worked for highly motivated prospects, it introduced friction for others before relevance had been clearly established.
This challenge sat alongside a broader layer of complexity. Backbase speaks to multiple banking audiences with different priorities, while operating in a crowded transformation market. At the same time, the business was navigating a wider rebrand, with messaging and visual language still evolving.
The task was not to change the proposition, but to lower the barrier to entry.
Reduce friction. Keep the rigour.
ifour worked with the Backbase team to reset the campaign rather than reinvent it. Vision to Value evolved into Banking with Value, marking a clearer articulation of the proposition and a better fit with how senior banking audiences engage.
The focus was on reducing friction at the start of the journey while preserving the rigour behind the thinking. The campaign retained its depth, but introduced it more gradually, allowing relevance to come first and commitment to follow.
Leading with intent
Banking with Value shifted the experience away from early complexity and towards early intent. Instead of sending visitors straight into a long-form diagnostic, the campaign opened with clear messaging and a short, interactive short survey.
Each set of responses shaped a personalised video, addressing the areas most relevant to users, including onboarding, servicing, lending or loyalty. The underlying logic handled variation and nuance, while the experience itself remained concise and easy to complete.
This approach carried through the wider campaign. The landing page framed value clearly without over-explaining. Paid and organic social content addressed real operational pressures faced by banks, rather than leading with product features. Nurture emails responded to declared interests, creating more relevant follow-up over time.
Watch the video below to see an example how dynamic video creates a personalised journey that engages with audiences.
increase in click-through
Engagement that adds value
The revised approach delivered a clear improvement in engagement. Across the Nordics and Northern Europe, paid activity achieved a 276% increase in click-through rate compared to the original Vision to Value campaign. Backbase rolled the work out region by region and established it as a recurring pillar within its external communications.
By allowing audiences to engage on their own terms, Banking with Value supported long-term demand rather than relying on a single campaign moment. It widened the top of the funnel without forcing early commitment, while still giving high-intent prospects a clear route to deeper engagement.
The work also increased internal confidence. Teams approved new formats, including animated paid media, after seeing the brand perform beyond the website.
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