KNOCKING ON HEAVEN’S DOOR by R&I (RCG) for NOMOS-BANK

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KNOCKING ON HEAVEN’S DOOR

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Industry Online Financial Service
Media Direct marketing
Market Russia
Agency R&I (RCG)
Art Director Alexander Kislov
Designer Vladimir Komlev, Dmitry Karpovsky
Illustrator Maxim Sorokin, Boriss Mitins
Released October 2009

Credits & Description

Category: Financial Products & Services
Advertiser: NOMOS-BANK
Product/Service: VIP ACCOUNTS
Agency: R&I GROUP
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: R&I GROUP, Moscow, RUSSIA
Account/Creative Director: Alexey Leybovich (R&I Group)
President: Uni Davidoff (R&I Group)
Art Director: Alexander Kislov (R&I Group)
Designer: Vladimir Komlev (R&I Group)
Designer: Dmitry Karpovsky (R&I Group)
Illustrator: Maxim Sorokin (R&I Group)
Illustrator: Boriss Mitins (R&I Group)
Creator: Oleg Pitetsky (R&I Group)
Project-Manager: Nadja Nikiforova (R&I Group)
Public Relations Manager: Margarita Tishenko (R&I Group)
Designer-Illustrator: Ksenia Kochevanova (Pepper Mint)
Media placement: Direct Mail - Moscow, Voronezh, Volgograd, Ekaterinburg, Irkutsk, Krasnoyarsk, Kazan, Novgorod - 1 November 2009
Media placement: Direct Mail - St.Petersburg, Rostov, Samara, Tula, Ufa, Novosibirsk - 1 November 2009

Describe the brief/objective of the direct campaign.
To attract new corporate clients to NOMOS-BANK – Russia’s most prominent entrepreneurs. Tasks: 1. To attract the attention of the owners of companies with turnovers exceeding $250 million using convincing methods. 2. To stimulate the "grapevine" amongst Russia’s top-level entrepreneurs. 3. To display the main approach of NOMOS-BANK: An individual approach to VIP clients. Target audience: More than 500 major Russian entrepreneurs, owners and managers of businesses and companies.

Explain why the creative execution was relevant to the product or service.

Standard direct marketing does not work for VIP audiences, so the message never reaches the intended recipient. Secretaries and assistants ruthlessly filter post, sifting out advertising material. So that the advertising was guaranteed to reach the hands of major Russian entrepreneurs, unique feature content was created which would trigger the emotions of VIP clients. Considering the specific character of Russian business, the provocative “packaging” of the advertising message evoked the strongest scale of feelings for the targets. First shock and fear, then happy amazement. “If they succeeded so well in attracting my attention, then the NOMOS-BANK is truly able to find an individual approach to serious clients!”

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A unique magazine based on the popular business publication, PROFIL, was created for each potential client. The cover of the magazine features a picture of the entrepreneur concerned plus a catchy slogan. IMPORTANT: In Russia, major businesses traditionally shun mass media attention, therefore only part of the pictures were successfully collected from available sources. The majority of VIP photographs were obtained by an agency with the help of press photographers. If the photo was low quality, artists created a portrait based on it. Inside the magazine is a centre spread with NOMOS-BANK's logo, with a hand-written individual letter and the bank manager’s mobile number.

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.
1. Phenomenal effectiveness – 14% of recipients became new clients of NOMOS-BANK. 2. 56% of effective contacts! 56% of potential clients are ready to collaborate with the bank (the standard result for Direct Marketing activities is 2-7 %) 3. A "grapevine" wave has sprung up at the very highest level: Major entrepreneurs “behind the scenes" are actively telling their partners and colleagues about NOMOS-BANK’s unique activities. 4. A precedent has been created for the first time: many VIP clients, having read the letter in the magazine, PERSONALLY called the private bank manager to organise a meeting.