DSP Blackrock DM WEALTHY CALL NUMBER by Taproot Mumbai

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Industry Banking & Financial Services, Investments
Media Direct marketing
Market India
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Art Director Santosh Padhi
Released April 2011

Credits & Description

Category: Traffic & Brand Building
Product/Service: MUTUAL FUND
Date of First Appearance: Apr 12 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Copy writer: Agnello Dias (Taproot India)
Account Servicing: Manan Mehta (Taproot India)
Copy writer: Santosh Padhi (Taproot India)
Media placement: Newspaper & magazine - Mutual fund insight, FPJ, Money matters etc - march 2011

Describe the brief/objective of the direct campaign.
Our client DSP BlackRock Mutual Fund wanted to bring about a fresh perspective in its communication and reach out to a wider audience with an idea that would emphasize their core offering of wealth management in an interesting manner.
The strategy was to put across some property of the brand, by which we can have a ownership on the ad.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea lay in the simplest of devices: a comma that breaks up a bigger numerical figure was used to its best effect in between our long phone number, making it look like a really big sum of wealth at first glance.
The projected response was to arrest the readers and get most of them to call on our number which was also the main hero of the advertisement. Needless to say, both happened in no time.

Explain why the creative execution was relevant to the product or service.
This once, the creative execution WAS the product/service at offer. The expression blended in seamlessly with the problem/solution, making it an intelligent product demo in the print medium in the financial services category.

As a company, DSP BlackRock Mutual Fund has always been about maximizing the wealth of its investors. Something that comes across very clearly in the direct advertisement through the phone number’s unique expression in numerical figures.

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.
This piece of communication acted as a springboard for the project and set the ball rolling rapidly. What began as a small piece of communication went on to yield almost immediate results as the overall call-ins grew at a rate of almost 14% with each passing day for the period the ads ran and re-ran.

It showed a growth of 3.6% on the DSP BlackRock Mutual Fund overall basket of funds in just few months