COMMUNITY CPS CREDIT UNION DM DUMPED by Showpony Advertising

DUMPED

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Industry Banking & Financial Services
Media Direct marketing
Market Australia
Agency Showpony Advertising
Art Director Jonathan Pagano
Copywriter Parris Mesidis, Andrew Bensley
Released February 2011

Credits & Description

Category: Financial Products & Services
Advertiser: COMMUNITY CPS CREDIT UNION
Product/Service: CAR LOANS
Agency: SHOWPONY ADVERTISING
Date of First Appearance: Feb 1 2011
Entrant Company: SHOWPONY ADVERTISING, Adelaide, AUSTRALIA
Creative Director: Parris Mesidis (Showpony Advertising)
Copywriter: Andrew Bensley (Showpony Advertising)
Copywriter: Parris Mesidis (Showpony Advertising)
Art Director: Jonathan Pagano (Showpony Advertising)
Group Account Director: Greg Kavanagh (Showpony Advertising)
Account Manager: Vanessa Schiller (Showpony Advertising)
Account Director: Nicole Rowett (Showpony Advertising)
Production Manager: Ben Spry (Showpony Advertising)
Media placement: Direct Mail - Addressed Mail - 1/2/11

Describe the brief/objective of the direct campaign.
Our brief was to get 18 to 25 year olds out of their rust buckets (that's Australian for old car!) and into a Community CPS Credit Union (CCPS) car loan. The insight was that kids spend money on movies and music but not on more substantial, long term purchases such as cars, the assumption being that they're unaffordable. We selected 5000 CCPS members with a history of saving to demonstrate that new car ownership is as affordable as two DVDs a week.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent each member a fictitious DVD called "Dumped", that looked like a free movie had landed in their lap courtesy of CCPS. On closer inspection it has a sticker that reads "Buy a new car from as little as the cost of 2 DVD's a week" and pretty quickly they see that it provides information about buying a car, loan calculators, buyers guides and checklists to help in the decision making process.

Community CPS's goals were to inform its younger members about their first major purchase (typically a car) and hoped for a 1% response rate.

Explain why the creative execution was relevant to the product or service.
The DVD was a vehicle for comparing a DVD's value and that of a new a car to help recipients understand the affordability of new car ownership. Once the disk was inserted into a computer it then established a link to a set of valuable tools and buying aides plus an online application for a car loans.

The device brought to life the Community CPS commitment to accessible financial services and advice, for its members.

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.
18 to 25s is a target audience that is notoriously difficult to engage in this category. Accordingly the client had very low expectations and had set a response rate of one percent. In the first week after distribution there had been a 16% click through rate to the website via the DVD alone, and applications completed to the value of just under $1,000,000. As the program is only four weeks old this is all the data available to date, however we did have one parent call CCPS to complain that the title was cruel given his daughter's recent break up.