PMS_AWARDS_p015 21/4/08 16:39 Page 15
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 15
Sponsored by
Best Financial Services
Highly Commended: HSBC (left)
and The Share Centre (right)
HIGHLY COMMENDED their future and the mindset of being interested in cial burdens have lifted; be that pre-family and
HSBC
their financial future, data variables which indi- safely on the housing/career ladder, with the kids
The Times ‘Newspaper of the Future’
cated a level of moderate affluence was then finally gone, reached retirement, a sudden windfall
applied; income, product holding, lending, etc. or planning for retirement. Research showed that
RMG Connect London
HSBC’s segmentation model based on lifestage, what they need is a ‘walled garden’ of support. A
and lifestyle then further separated the mailing file place where they can access all the help and guid-
The aim was to encourage footfall of the target mar- into a matrix consisting of ‘customer types’ split by ance they need as well as value for money.
ket into branches to take up the offer of an individ- number of previous contacts from the bank – this An integrated acquisition campaign was devised
ual review with an HSBC financial counsellor ranged from ‘new mailees’ through to customers promoting all the tools needed to start investing –
specialising in financial advice for those approach- who had received four previous mailings. free guides, a practice account with £15,000 of vir-
ing retirement. Overall response rate was 3.63 per cent across the tual money and the online picker tools. A media
Insight showed that this target market of HSBC entire mailing file, an uplift of 54 per cent against strategy of press and online advertising supported
customers aged 45-65 were typically averse to the control group. In segments followed up with by landing pages was planned to reach the target
receiving direct mail. They saw it as intrusive and telephone calls, response reached 5.41 per cent. market.
tended not read it. The piece was selected as a cred- The guides were offered in small space ads in the
ible and engaging vehicle to deliver HSBC’s com- Art director: Richard Gorton-Lee/The Times national press, while the other services were pro-
mitment to offer a financial review service to the Copywriter: Jake Dearlove/The Times moted via full colour pages in ‘novice’ financial
target market (“Near Retireds”) in a way that would Account director : Andy Cridland magazines as well as national press. Online ban-
be welcomed as a quality and insightful read while Account manager: Ian Lovett ners placed on targeted financial and business sites
delivering the sales messages and making them Business director: Stuart Hodginson focused on each service and linked to a relevant
think about their future. landing page which promoted the other novice tools
A 12-page edition of The Times was commis- HIGHLY COMMENDED and encouraged response.
sioned and created for the campaign. Written by
The Share Centre
To appeal to novice investors the creative
professional award winning Times journalists as if
the year was 2027, the content gave an insight into
Summer Acquisition
approach was straightforward and friendly with
strong graphics and clear but charming copy, reflect-
potential future financial and social issues that
Craik Jones
ing the enabling essence of the brand. In only one
would resonate with the target market. month, 3,332 enquiries and new accounts were gen-
In addition, the newspaper contained HSBC ads The Share Centre believes that everyone should be erated. The uplift in new accounts opened over the
promoting financial counsellors for the ‘Near able to enjoy straightforward investing whether same month in the previous year was 141 per cent.
Retired’ market. Within the paper is a full page they have £100 or £10,000. To support this it offers
advertorial to relate some of the issues discussed in on and offline tools and guides to help novice Art director: Chris Jones
the paper directly to HSBC solutions, products or investors start investing with confidence. The Copywriter: John Spinks
case studies. Data was generated from internal cus- agency was briefed to promote these services, Client Director: Harry Sheward
tomer files which consisted of HSBC customers encouraging new investors to get onboard. Campaign manager: Holly Goninon
aged 45 to 65. Following this initial demographic The target audience is upmarket professionals, Digital planner: Regan Maloney
cut, in order to assess affluence and likelihood of men and women, aged 35-54. As well as the appetite Digital producer: Lucy MacFarlane
customer having the finance available to invest in to invest, they share a time in their life when finan- Planner: Jo Powell
Finalists
Barclays Commercial Bank
Rugby World Cup
WWAV Rapp Collins
Bradford & Bingley
Abbey Picture Financial Innovative use of PRM halts decline in
Abbey 50+ Sweets direct mail response rates
Tequila\London Watson Phillips Norman Lloyd James Group
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