LITTLE PAINTINGS by BWM Dentsu Melbourne for ING

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LITTLE PAINTINGS

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Industry Yellow Pages & Directories, Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency BWM Dentsu Melbourne
Executive Creative Director Rob Belgiovane
Art Director Tony Homan
Copywriter Rob Morrison
Released January 2010

Credits & Description

Category: Flat Mailing
Advertiser: ING DIRECT
Product/Service: MORTGAGE PROVIDER
Agency: BELGIOVANE WILLIAMS MACKAY
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: BELGIOVANE WILLIAMS MACKAY, Ultimo, AUSTRALIA
Executive Creative Director: Rob Belgiovane (Belgiovane Williams Mackay)
Creative Director - Direct Marketing: Rob Morrison (Belgiovane Williams Mackay)
Copywriter: Rob Morrison (Belgiovane Williams Mackay)
Art Director: Tony Homan (Belgiovane Williams Mackay)
Account Service: Matt Daunt (Belgiovane Williams Mackay)
Account Service: Lisa Fitzgerald (Belgiovane Williams Mackay)
Production: Sarah Bloore (Belgiovane Williams Mackay)
Client Executive: Claire O'Rourke (Belgiovane Williams Mackay)
Client Executive: Victoria Nankoo (Belgiovane Williams Mackay)
Media placement: Flat Mailing - Direct Mail - 15 January 2010

Describe the brief/objective of the direct campaign.
Buying a home is the single biggest investment most of us ever make. When you finally get the keys you’re excited by owning your dream but paradoxically daunted by the amount of money you now owe the bank. To counter this negativity, and to build brand stickiness, ING DIRECT wanted to send new loan customers a simple, celebratory mailing. Something that positioned ING DIRECT as sharing in their customer’s delight so they’re less likely to move their loan in the future.

Explain why the creative execution was relevant to the product or service.
You’re never more proud of a house than when you first move in. And as the company who facilitated this move, ING DIRECT was in a unique position to help celebrate – with a painting of the home we’ve helped you buy. Plus, with small, tear out business cards personalised to the Manager who organised their loan we also had a springboard to generate leads.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With Google Street view we now have access to a photograph of almost every house in Australia. With a screen-grab and some clever re-touching we managed to send each new home-owner a little, framed painting of their new home.

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 mailing was part of a pilot loyalty project for ING DIRECT. Only 80 packs have gone to market at the time of writing. Follow-up calls have tracked 68.8% of those polled were delighted with the mailing they received and answered ‘yes’ to the question ‘Has this mailing decreased the likelihood of you leaving ING DIRECT?’ With its loyalty objectives met this pack will be a crucial part of the roll-out planned for later in 2010.