DSP Blackrock DM WEALTHY PHONE NUMBER by Taproot Mumbai

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WEALTHY PHONE NUMBER

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

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: DSP BLACKROCK
Product/Service: MUTUAL FUND
Agency: TAPROOT INDIA
Date of First Appearance: Apr 18 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)
Copy Writer: Santosh Padhi (Taproot India)
Account Servicing: Manan Mehta (Taproot India)
Producer: Manohar Nayak (Lingo India)
Copy Writer: AGNELLO DIAS (Taproot India)
Media placement: Radio Campaign - Big Fm, 93.5, And Various Other City Centric Channels - 1 April 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 idea lay in the simplest of audio devices: taking our call-to-action phone number and expanding it in words to emphasize the amount more dramatically. The insight being that as soon as one hears a number expanded in words, it is perceived as a big amount associated with wealth.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The radio spot we created was straight, to the point and clearly highlighted the idea through the device. A formal yet friendly voice announced the call-in phone number in words, making it sound like a really big sum of wealth. The number 18002004499 was spoken like 18,002,004,499; expanding as eighteen hundred billion two million four thousand four hundred and ninety nine.

The projected response was to arrest the listeners and get most of them to call on our number which was also the main hero of the spot.

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 ideal product demo on radio in the financial category, by communicating the consumers very interestingly, what the number can do to their wealth.

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 radio spot through expansion of the numerical figure. Indeed, the marriage of idea and client couldn’t have been more apt.

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 simple yet captivating piece of communication acted as a springboard for the project and set the ball rolling rapidly. What began as a low-cost communication piece went on to yield almost immediate results as the overall call-ins grew at a rate of almost 22% with each passing day for the period they were aired, it was supported with print and outdoor as well
DSP BlackRock Mutual Fund noticed a 3.6 % growth in the over all basket of Mutual funds in 2months time