Bouncing Mail by DDB Mudra Group Mumbai for Union Bank of India

Bouncing Mail

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Industry Banking & Financial Services
Media Print, Magazine & Newspaper, Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Art Director Preeti Verma
Copywriter Karunasagar Sridharan
Released June 2011

Awards

One Show 2012
One Show Design Collateral Design / Promotion Merit

Credits & Description

Category: Flat Mailing
Advertiser: UNION BANK OF INDIA
Product/Service: LOANS
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Feb 15 2011
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: KB Vinod (Mudra Communications)
Copywriter: Karunasagar Sridharan (Mudra Communications)
Art Director: Preeti Verma (Mudra Communications)
Photographer: (Nirav Mehta)
Freelancer: (Satish Sethumadhavan)
Media placement: Direct Mailer - Residences In Mumbai, Delhi, And Chennai - 15th February 2011

Describe the brief/objective of the direct campaign.
The objective of the campaign was to inform customers about attractive loan products from Union Bank of India. In big cities like Mumbai, people who stay in apartments tend to keep moving every few years, to cope with steep rent hikes. We decided to specifically speak to this audience and offer them stability.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Long time customers of Union Bank were sent mailers that traced the path taken by them, from one residence to another. Originally addressed to the customer’s oldest residence, the mailer appeared to have been redirected from one house to the next, all the way to his current home. Inside the original envelope was a message urging him to consider getting a house of his own.

The bank’s databases were probed to identify customers who frequently submitted ‘change of address’ notifications to the bank, and their older recorded addresses were obtained to create personalized mailers.

Explain why the creative execution was relevant to the product or service.
In big cities like Mumbai, people who stay in apartments tend to keep moving every few years, to cope with steep rent hikes. They wish to settle down eventually, but end up procrastinating until it becomes a necessity. We identified this group by merely probing our own database, and urged them to take the next step by going through our loan schemes. Instead of opting for expensive mainline advertising, we targeted the specific group that was most likely to be interested in the loan products.

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 activity was carried out in 3 major cities. A comprehensive list of long-time customers were shortlisted from the bank’s database and sent personalized mailers. Over 65% of the customers on the list called up the helpline or visited a branch over the next 6 weeks. In addition, the helpline received 38% more inquiries about home loans during the period of the activity.