Cannes Lions

FLEXMORTAGE

MRM PARTNERS NORWAY McCANN DIREKTE, Oslo / DNB BANK / 2008

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Overview

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Credits

Overview

Description

DnB NOR, Norway`s largest bank, wanted to upgrade their existing mortgage customers to the more flexible option - FlexMortgage (name translated). This mortgage functions as a normal bank account, allowing deposits and withdrawals at any given time. The product was not very well known and needed explaining. The brief was: Make a campaign that sells this flexible loan for more than 1 billion NOK,(£90m).

Execution

A literal translation for the Norwegian product name (Rammelaan) is "frame loan". That is to say, your general agreement with the bank is the frame. You can fill the frame with anything, i.e. spend your loan money on anything you want. As the product was based on a mortgage, it was natural to look for a solution with a connection to the house. We created a flexible and expanding floor plan to show how a FlexMortgage can be used to fulfil your dreams, either by expanding the house it self or otherwise filling it with objects of desire.

Outcome

The mailing was sent to 15,000 of Norway’s most attractive mass marked for all the banks in Norway and for our best customers. We received a 22% response rate and the action resulted in over 1.2 billion NOK (£100m). Average payback time is 15 years, so we can only guess the income this means for our client.

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