Aditya Birla Group DM PROPELLER by M&C Saatchi New Delhi

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Industry Banking & Financial Services
Media Direct marketing
Market India
Agency M&C Saatchi New Delhi
Released October 2010

Credits & Description

Category: Dimensional Mailing
Product/Service: FINANCE
Date of First Appearance: Oct 26 2010
Creative Head: Deepak Agarwal (M&C Saatchi)
Group Copy Head: Varun Bodhwani (M&C Saatchi)
Chief Executive Officer: Sumantra Sengupta (M&C Saatchi)
Account Director: Shashank Patwa (M&C Saatchi)
Account Manager: Rini Mehta (M&C Saatchi)
Studio / Production Head: Prashant Raje (M&C Saatchi)
Media placement: Direct Marketing - Courier - 26th October 2010

Describe the brief/objective of the direct campaign.
Aditya Birla Finance (ABF) had a range of financing solutions that they were convinced would be ideal for promoter CEOs looking to grow their business. But these solutions needed to be explained across the table. Starting a dialogue with 155 busy young promoter CEOs is what the client wanted. The challenge was to get these busy CEOs to pick up the phone and invite ABF senior personnel over for a meeting.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our insight was that every man is a boy at heart when it comes to gadgets. Hence, our solution was to send the CEOs a helicopter, which is indicative of how their business will soar by allying with us. But the trick was in sending the helicopter, without its remote control! To receive the controller, the CEO had to call us. Once he called back, it gave us an opportunity to explain our product in detail.

Explain why the creative execution was relevant to the product or service.
This creative execution tackled the tricky task of communicating to young males in top management. It relied on the insight that men will always be boys. The use of the helicopter served to mirror his high flying lifestyle and was also a metaphor for taking his business to newer heights.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The communication was sent to 155 CEOs. 14 of them asked our executives to meet them with the proposed plan (a response rate of 9%). Due to the high value of loan proposals (a minimum of Rs. 2.5 Billion) Aditya Birla Finance is still in the process of closing these deals.