Cannes Lions

L-BANK CONSTRUCTION LOANS

JUNG von MATT, Stuttgart / L-BANK / 2008

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Overview

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Credits

Overview

Description

L-Bank offers favourable loans for the construction and purchase of housing space. The aim is to make this offer known among the target group of potential house builders and buyers. The client’s briefing envisaged a direct marketing campaign to ask about the housing situation of tenants or home owners. And as an answer it would suggest a loan for the purchase of a nice new home.

Execution

We use already existing - and very high quality - address lists. Those of subscription magazines from the home and architecture sector.But we go even further: we use the address stickers themselves as the medium!For this purpose we enter into cooperation with the magazine publishers and turn the address on the stickers into a critical question aimed at the housing situation of the recipient:Michael WinterAre you happy living atKarlsbader Street 1070372 Stuttgart?No? Get a new home. l-bank.de/creditThe stickers are printed using the normal labelling machines and the address database of the publishers.

Outcome

An increase of 7% in enquiries about home loans in the promotion period. Thanks to cooperation with the magazine publishers no direct placement costs or costs for the distribution of conventional mailshots were incurred.

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