THE FIRST DICTIONARY OF KID-FRIENDLY FINANCIAL TERMS by R&I (RCG) for NOMOS-BANK

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THE FIRST DICTIONARY OF KID-FRIENDLY FINANCIAL TERMS

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Industry Banking & Financial Services
Media Direct marketing
Market Russia
Agency R&I (RCG)
Creative Director Alexey Leibovich
Art Director Alexander Kislov
Released October 2010

Credits & Description

Category: Financial Products & Services
Advertiser: NOMOS BANK
Product/Service: BANKING
Agency: R & I GROUP
Date of First Appearance: Nov 1 2010
Entrant Company: R & I GROUP, Moscow, RUSSIA
General Director: Uniy Davidov (R&I Group)
Art Director: Alexander Kislov (R&I Group)
Creative Director: Alexey Leibovich (R&I Group)
Media placement: Direct Marketing - Personaly - 1 November 2010

Describe the brief/objective of the direct campaign.
NOMOS bank – the largest private bank in RF, #2 in the rating of credit organizations.
TA: 4650 potential corporate clients (companies with income > 8 million USD)
GOAL: To develop communication strategy for diversification of the database of corporate clients, and to engage more TA into buying the bank’s services
PRODUCT: Factoring, Acquiring, Option, Overdraft, Derivative, Contracts (Forward, Futures, FX or Forex, and Trade Finance Transactions), Deposits (Overnight, Advance, Multicurrency, and Savings), Remote Banking, etc. (> 50 financial products).

Criteria for result evaluation:
1. Number of new clients
2. Amount of new investments

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The First Dictionary of Kid-Friendly Financial Terms is a unique product that doesn’t have any analogies. This is a real dictionary of banking terms created by … children. The 32 pages contain financial terms with their precise definition and kids’ comments on them. For example, the term OVERDRAFT looks like that: picture of burned castle surrounded by dead bodies. A dark knight Overdraft is overlooking the battlefield. Kid’s comment: “There’s videogame Warcraft in which everyone gets conquered and killed. Overdraft must be a brother of Warcraft, same ruthless”.
The main idea: Nowadays, in order to become a successful businessman you have to
a) THINK OUTSIDE THE BOX
b) LEARN FROM THE YOUNG ONES

Explain why the creative execution was relevant to the product or service.
Even when professionals like you can’t decipher the meaning of these "bank products", 4650 clients are far less likely to understand them either. Therefore, they won’t memorize their meaning or trust the bank and buy its services! This is the problem. We tend to ignore things we don’t understand.

For the ad campaign to be successful, our agency has to become an intermediary between the provider of services and the consumer. We will help them by translating these dry financial terms into simple and friendly language.

We didn’t propose neither unique offers nor discounts that other banks use to attract new clients. Instead, our book emotionally touched the receivers and demonstrated the character of the bank as sharp and honest.

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.
We’re convinced that campaign “The First Dictionary of Kid-Friendly Financial Terms” was one of the most effective in DM industry.

1. 2328 contracts were signed with new clients (37.5 % of receivers became clients of NOMOS bank) ®
2. Financial involvement was 80.4 billion rubles (2.7 billion USD) ®
3. Financial investment was 14.6 billion rubles (503 million USD) ®

®Results obtained 90 days after the launch of the campaign (from 07/03/2011)