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Call 123

Category: Integrated Campaign; Award: BRONZE

Agency: Publicis Dialog
Client: Hanover Finance

Advertiser Campaign Credits: Perry Cornish – GM, Marketing & Operations; Alex Smith – Marketing Manager; Brandon Foster – Business Analyst; Francis Maddren - Contact Centre Manager; Shelley Rigby - Direct Marketing Manager; Tony Van Tillburg - Analyst

Agency Campaign Credits: Simon Morgan – General Manager; Stu Hinds – Creative Director; Jen Svrcek – Team Leader; Trina Miller - Account Director

Entry Rationale: In an extremely competitive and volatile market, the Hanover Finance (then known as Elders Finance) Call 123 product was cleverly repositioned from an old and unsuccessful investment product. It was conceived and launched within 3 weeks, and then exceeded targets not once, but five times in a very short time frame. Through a thoroughly integrated combination of print and digital media, Call 123 cut through communications for similar offerings by the established big five major banks and grew from zero to $53 million in deposits in just 13 weeks. The Call 123 campaign also included a New Zealand first – the ability to open a debenture account online. It was so successful in fact, that a planned television campaign was able to be cancelled. Since then Elders Finance’s Call 123 account has become a reference campaign for its competitors, resulting in the launch of several copycat products and an upward adjustment in the main banks on call interest rates.