Background

ABN AMRO, a global bank, wanted to increase the number of leads generated for its personal loan product. They wanted to reposition personal loan application as a simple and fast process. They also wanted to better understand response to different media vehicles to help generate better ROI on the marketing budget. Using mobile interactivity as the primary response mechanic in a print and radio campaign helped achieve this.

Objective

1. Mobilize a quick and simple repositioning of the personal loan product.
2. Increase response and lead generation by providing a 24/7 convenient and instant interaction mechanism for consumers.
3. Generate fast insight into effectiveness of different media vehicles to generate response.

   

Solution

An SMS based response mechanic was added to print and radio campaigns. Consumers were asked to simply SMS LOAN to the short code 3636 if they wished to apply for a personal loan. A bounce back message advised the consumer they would be shortly called back by a customer service agent to process their application.

Results

Over a 12 week period the campaign generated over 11000 SMS responses. This was over a 50% increase over previous campaigns using non-SMS response mechanisms.