ON HOLD by Prolam Y&R Santiago for Royal & Sun Alliance (RSA)

ON HOLD

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Industry Advertising & Communication
Media Direct marketing
Market Chile
Agency Prolam Y&R Santiago
Executive Creative Director Cesar Ojeda, Tony Sarroca
Creative Director Claudio Wilton
Art Director Juan Diego Santa Cruz
Copywriter Andrés Torres
Released June 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: RSA
Product/Service: CALL CENTRE DIVISION
Agency: PROLAM Y&R
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: PROLAM Y&R, Santiago, CHILE
Executive Creative Director: Tony Sarroca (Prolam Y&R)
Creative Director: Claudio Wilton (Prolam Y&R)
Copywriter: Andrés Torres (Prolam Y&R)
Art Director: Diego Cruz (Prolam Y&R)
Advertiser's Supervisor: Bernardita Díaz (Prolam Y&R)
Account Manager: Carlos Baracco (Prolam Y&R)
Planner: Carmen Montes (Prolam Y&R)
Post Production: Atómica (Atómica)
Media placement: Phone Call - Office Phone - 19 july 2009
Describe the brief/objective of the direct campaign.
RSA’s Call Center division, needed to reduce the time their customers were left on hold, by improving the inbound answering service.
Explain why the creative execution was relevant to the product or service.
RSA employees learned first hand, how they serviced their clients, not by an example, but by a personal live experience, and realized their attention needed to improve.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
On an early Monday morning, each Call Center employee received a call, not from a customer, but from the CEO’s executive assistant, who announced he would be on the line to talk shortly. The call was fabricated by means of a pre-recorded message.
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.
RESULTSCostumer attention improved by 34%Lost calls before the direct marketing action: 41%Lost calls after the direct marketing action: 27%