TRIPTYCH by M&C Saatchi New Delhi for Aditya Birla Group

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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 15 2010
Creative Head: Deepak Agarwal (M&C Saatchi)
Senior Copywriter: Garima Pugalia (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 Promoter Funding Solutions is an offering that helps promoters get additional capital for business expansion. Usually, such needs are met by the promoters’ existing financial partners. ABF would therefore never get a chance to present its case. The challenge was to get 375 busy promoters to call ABF and not have ABF knocking on shut doors.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to send a triptych (a set of 3 individual paintings that together make for a larger integrated canvas). The catch – only two sections of the triptych, that was sent, were paintings. The third was not a painting but a bare canvas with a call to action. Getting this busy promoter to call and demand his third painted canvas was our foot in the door!

Explain why the creative execution was relevant to the product or service.
This creative execution capitalised on the increasing popularity of art among older promoters. A masterful piece of art is impossible to ignore. And the intrigue to complete the set of 3 paintings proved to be compelling enough to solicit a call from the promoter.

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 375 Promoters. 25 of them responded, asking our executives to meet them with their proposed plan (a response rate of 6.67%). 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.