Flying Farmers
Category: MAIL Award: GOLD
Category: LEAD GENERATION Award:
SILVER
The rural marketplace is booming. The NZ dollar is low, the weather gods
have been kind to many farmers and productivity is up across all sectors.
This translates to a 10 - 30% improvement in farm incomes and represents a
significant improvement in profitability. Farmers are buoyant about the future
of farming. Based on this, Bank of New Zealand felt that the climate was right
to acquire new
customers.
The decision to switch banks is not made lightly, so the Bank created teams of
specialist Agribusiness Managers (ABMs) who can offer the understanding that
comes from their own rural background. So while on the surface the
purpose of this campaign was selling a loan, the initiation of a long-term
banking relationship between high-value prospects and their local Bank of New
Zealand Agribusiness Manager was the real objective. Given the level of
qualification required, generating leads from alternative sources proved very
difficult. So, the Bank then looked internally at hidden value prospects
through its GlobalPlus credit card database. Each of the top tier
Agribusiness Managers selected 10 farmers in their area from the GlobalPlus
database.
The result speaks for itself. 482 on-farm visits (a 64% response rate)
with $48.7 million worth of farm finance posted - more than double the
Bank's objective of $20 million.
Client: Bank of New Zealand
Agency: AIM Proximity
Client:
Tim Deane - Head of Business Development Agribusiness Financial Services
Fleur Aitken - Business Development Manager Agribusiness
Diana Niccolls - Marketing Communications Consultant
Susan Needham - Senior Database Analyst
Franco Pierantoni - Senior Database Analyst
Agency:
Patrick Murphy - Associate Creative Director
Philip Tetley-Jones - Copywriter
Matt Shirtcliffe - Creative Director
Vanessa Furze - Assistant Studio Manager
Jo Tacon - Production Manager
Teresa Davis - Account Manager
Tim Mooney - Client Services Director
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