Summary: Marketing high interest loans to people whom have already taken one, is a tough task. We created high impact direct mail that jumped out and sold the dream of what 'could be'.
Problem: AVCO sell loans of high interest to repeat loan users, which means they're wary because they've been caught out before.
Strategy: To hit people at the key points when you might consider a loan (holidays and home improvements) with direct marketing that physically turned people's dreams into reality.
Creative Idea: Physically bring to life the consumer's end goal.
Results:
- Response rate of 76%
- Sales uplift of 154%
- ROI 721%
The direct mail pack simply arrived, unbranded on the otuside, with a real wallpaper glue packet inside it. In place
of real glue, we used sugar, but the packet design and copy were an exact replica of the real wallpaper paste.
