QUICK HOME LOANS by McCann Erickson Mumbai for Kotak Mahindra

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QUICK HOME LOANS

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Industry Banking & Financial Services
Media Direct marketing
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ryan Menezes
Creative Director Niranjan Kaushik
Art Director Prashant Kandalkar, Amol Kulkarni, Vallabh Yeolekar
Copywriter Prajato Guha Thakurta, Deepesh Rajani
Released October 2009

Credits & Description

Category: Financial Products & Services
Advertiser: KOTAK MAHINDRA BANK
Product/Service: HOME LOANS
Agency: McCANN WORLDGROUP
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Chief Creative Officer: Prasoon Joshi (McCann Erickson)
Creative Director: Niranjan Kaushik (McCann Erickson)
Executive Creative Director: Ryan Menezes (McCann Erickson)
Copywriter: Prajato Guha Thakurta (McCann Erickson)
Copywriter: Deepesh Rajani (McCann Erickson)
Art Director: Prashant Kandalkar (McCann Erickson)
Art Director: Amol Kulkarni (McCann Erickson)
Art Director: Vallabh Yeolekar (McCann Erickson)
Account Manager: Shashank Lanjekar (McCann Erickson)
Brand Manager: Ameya Lokhande (McCann Erickson)
Media placement: Direct Mailer - N A - 10 October 2009

Describe the brief/objective of the direct campaign.
To let existing customers know about the fast home loan approvals feature of Kotak Mahindra Bank.

Explain why the creative execution was relevant to the product or service.
The home loan category is a crowded one. And while all other banks were busy talking interest rates which were more or less comparable, Kotak Mahindra Bank decided to communicate the quickness of their home loan approvals to potential customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to play up the benefit of quick loans in a charming manner. We developed a direct mailer which at first glance looks like the blueprint of a home. However, on following the instructions provided, an actual home comes to life behind the blueprint. All in a matter of seconds. Thus highlighting that Kotak Mahindra Bank offers the quickest home loans.

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.
The choice of using the interactive direct mailer to communicate our proposition really paid off for the client. Out of the 5000 pieces mailed, an overwhelming 60% responded in the form of calls and walk-in enquiries, in Kotak Mahindra Bank branches.