BNZ MAILED SHREDDED MONEY TO BRING SAVINGS ALIVE
Provided by Royal Mail MarketReach
Unique use of direct mail in a way to attract new mortgage customers.
What was the Challenge / Background of the Campaign?
Mortgages in New Zealand, like in all other markets, are for most people the biggest single financial commitment they make in their lifetimes.
Once you've selected your mortgage provider inertia generally takes over and very few people actively shop around for a new deal, unless they have a significant renewal date on the horizon.
What was the Campaign Objective?
- To get mortgage buyers to shop around and compare providers,
- To raise awareness of BNZ mortgages,
- To drive purchase of mortgages.
What was the Solution?
The introduction of a product which allowed customers to make small increases to their repayments which meant they could pay off more and quicker.
High value customers and prospects were mailed real, shredded bank notes in an official bank note stack, physically demonstrating the money a customer could literally throw away if they didn't have this product.
What were the Results?
More than 30,000 people were mailed. Whilst the original objective was to open a conversation with consumers about BNZ mortgages it managed to raise inbound telephone enquiries by 13%. Many callers directly asked for help to 'shred my mortgage' or 'shred my home loan' - using terminology directly from the campaign. At the same time brand preference ratings for BNZ rose 11%.
BNZ's mortgage lending rose by $600m in the same period.