As part of a high-value advertising activation strategy, SeLoger launched a contextualization campaign aimed at enhancing the user experience.
The objective: to integrate a dynamic mortgage simulation directly within display formats, using the actual listing price of the property, in order to drive more interactions and redirect traffic to partner mortgage simulators.
The approach was designed to deliver content that was both relevant and immediately actionable, with a clear focus on performance.
This initiative was structured around three key marketing levers:
Increase click-through rates by leveraging the perceived usefulness of the banner
Strengthen the synergy between editorial content and partner services
Drive qualified traffic to the mortgage simulators of Empruntis and Crédit Agricole
Based on publisher data (the property price on SeLoger), an interactive banner automatically generated a monthly payment estimate.
The user could then refine the simulation by selecting a loan duration (10, 15, 20, or 25 years), and was subsequently redirected to the mortgage simulator of one of the two partners: Empruntis or Crédit Agricole.
Two creative versions were developed and tested as part of a real-time A/B test.
Audiences were segmented into different cookie pools, ensuring that each user was exposed to only one version of the creative throughout the campaign.
This approach helped eliminate behavioral biases and ensured more reliable results for performance analysis.
This performance gap, highlighted by the A/B testing, can be explained by several factors:
A smoother visual integration within SeLoger’s graphic environment
A single-frame structure (as opposed to multiple frames in Creative B), which helps reduce attention drop-off
And overall better readability of the creative
As part of a continuous improvement approach, the campaign maintained its test & learn momentum, launching new A/B tests focused on optimizing call-to-action wording.
Building on the success of our creations, SeLoger wanted to capitalize on their performance by adapting them for their other platform, Logic-Immo, which belongs to the group. The creations were adapted with several wordings, then integrated into the Logic-Immo website while maintaining visual consistency.
