GE Money Bank DM HAVE A COW! by Mark BBDO Prague

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HAVE A COW!

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Industry Banking & Financial Services
Media Direct marketing
Market Czech Republic
Agency Mark BBDO Prague
Creative Director Leon Sverdlin, Andrej Stuk
Art Director Lubos Vacke, Ian Adams, Ales Kolaja
Designer Pepa Plíhal
Account manager Hana Markova
Released August 2010

Credits & Description

Category: Financial Products & Services
Advertiser: GE MONEY BANK
Product/Service: LOAN COMPANY
Agency: MARK BBDO
Date of First Appearance: Aug 26 2010
Entrant Company: MARK BBDO, Prague, CZECH REPUBLIC
Creative Director: Leon Sverdlin (BBDO)
Creative Director: Andrej Stuk (BBDO)
Art Director: Lubos Vacke (BBDO)
Art Director: Ian Adams (BBDO)
Art Director: Ales Kolaja (BBDO)
Production company: Lubos Rezabek (Mimofilm)
Designer: Pepa Plihal (BBDO)
Event: (Underline)
Account manager: Hana Markova (BBDO)
Media placement: Event - Zeme Zivitelka/agricultural Show/ - 26.8.2010
Media placement: Sample Distributed To Farmers - Zeme Zivitelka/agricultural Show/ - 26.8.2010

Describe the brief/objective of the direct campaign.
GE Money Bank came up with a new business loan specially for the farmers. To borrow money, farmers could now use their cows as collateral.
So, the more cows you have, the more money you’ll be able to borrow.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was simple: Have more cows, have more money.
Every farmer knows that to have more cows you need quality bull’s sperm
So, the process of cow insemination became the perfect advertising medium for our idea.

Explain why the creative execution was relevant to the product or service.
Farmers don’t care much for advertising and are almost impossible to reach through traditional advertising channels.
In co-operation with the largest cow insemination company in the country, we found a unique way to reach the farmers directly though people they know and trust.

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.
Through unique co-operation with a leading cow insemination company our message effectively got directly to the hands of the farmers. The response rate from them was an amazing 32%, compared with 4 to 5% usually generated by traditional direct mail in this segment. It also significantly improved the image of GE Money Bank as the bank that really understands farmer’s needs.