Home Sellers
Category: LEAD GENERATION Award: BRONZE
Special Honours Award: MOST COST EFFECTIVE CAMPAIGN
Many direct marketers are ecstatic when they achieve a 2% response rate.
Imagine how the Bank of New Zealand must have felt when their Home Sellers
campaign achieved that 1,000 times over - yes, over a 2,000% response rate!
BNZ's Mobile Mortgage Managers have historically identified people who are
moving home as top prospects for door-knocking sales calls, but believe this
approach alone is too easy to say 'no' to. What was needed was a
simple way for them to reorganise their home loan at a busy and difficult
time. Data was segmented by area so the appropriate Mobile Mortgage
Manager would sign the communication - requiring 45 versions of the
letter. The level of personalisation acted as a motivator to the Mobile
Manager, encouraging them to make the follow up call, and predisposing the
recipient to talk business. Seeking a creative concept that would have
impact, the result centred on a typical house-mover's cardboard box that
could actually be used by the home mover, making it a practical aid as well as
a medium to sell the message.
Entrant : Aim
Direct
Advertiser : Bank of New Zealand
Advertiser Credits
Gillian Munnik - Marketing Communications Manager
Dulcie Mackie - National Sales Manager, Mobile Managers
Natalie Sutherland - Head of Business Development
Peter Douglas-Bell - Marketing Manager, Home Loans
Agency Credits
Richard Park - Senior Account Manager
Claire Warren - Copywriter
Darryl Roycroft - Art Director
Clint Bratton - Account Director
Jo Tacon - Production Manager
Pat Murphy - Creative Group Head
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