NO NONSENSE by DDB Guangzhou for ING

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NO NONSENSE

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Industry Insurance
Media Direct marketing
Market China
Agency DDB Guangzhou
Executive Creative Director David Lin Advertising
Creative Director Dont Wong Advertising, Stephen Liu Advertising
Art Director Quanguang Huang Advertising, Gongxing Wang Advertising, Ivan Lee Advertising
Copywriter Feifan Hao Advertising, Andy Hepburn Advertising, Barbara Yu Advertising
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: CAPITAL ING INSURANCE CHINA
Product/Service: INSURANCE
Agency: DDB GUOAN
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: DDB GUOAN, Beijing, CHINA
Chief Communications Officer: Michael Dee (DDB Guoan(Beijing) Advertising)
Executive Creative Director: David Lin (DDB Guoan(Beijing) Advertising)
Creative Director: Dont Wong (DDB Guoan(Beijing) Advertising)
Creative Director: Stephen Liu (DDB Guoan(Beijing) Advertising)
Art Director: Gongxing Wang (DDB Guoan(Beijing) Advertising)
Art Director: Ivan Lee (DDB Guoan(Beijing) Advertising)
Art Director: Quanguang Huang (DDB Guoan(Beijing) Advertising)
Copywriter: Feifan Hao (DDB Guoan(Beijing) Advertising)
Copywriter: Andy Hepburn (DDB Guoan(Beijing) Advertising)
Copywriter: Barbara Yu (DDB Guoan(Beijing) Advertising)
Media placement: Direct Mail - Middle Class Communities' Mail Boxes - 01 Nov. 2009

Describe the brief/objective of the direct campaign.
In order to improve the image of insurance company and the confidence of the insurant, ING developed a new business named Quick Payment Pass, providing a fast service with the slogan of "No Nonsense and Quick Payment”.

Explain why the creative execution was relevant to the product or service.
Insurants are deeply un-impressed by insurance companies who are notorious for the stereotype that it would commit itself with everything in any way, but payment wouldn’t happen once accidents occur.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Seen as insurants usually face the dilemma of it being easy to buy insurance yet difficult to claim, we created a letter for a payment claim created with a bundle of nonsense raised by the insurance company. Unexpectedly all these excuses were cancelled by the red, grasping the attention of potential consumers in a humorous way which delivers the information that opening the 'Quick Payment Pass' would obtain an easy high effective payment without suffering a painful 'seesaw battle'.

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.
After the ad was released, the new business attracted 4258 new policy buyers within 3 months and no matter reputation or revenue of ING was raised quickly.