UNIQUE SITUATION

GE Money was 'between agencies' and desperate for a creative solution, having already booked media, data, mail and PR.

CHALLENGE

Create a successful short-term, lead generation promotion for personal loans.

SCOPE

An integrated campaign that included TV, web, direct mail and radio.

TEAM

Steve Girdlestone, Rua Perston and Leighton Howl—three creative consultants with extensive financial services experience.

STRATEGY

Though the client came to the table wanting to do a promotion, there was still some debate about the prize: lots of small ones ('everyone's a winner') or a few that were large ('you've got to be in to win'). We recommended the 'big bang' effect to give the brand a certain credibility (it needed to appear more like a bank than another financial institution).

CREATIVE SOLUTION

Our campaign gave New Zealanders the chance to follow their whim, with the help of a personal loan from GE Money. TVCs—following a traveller who roamed the world with a map and his dart—pointed to a microsite where people had the chance to win $50,000. Win and you could 'do what you want, where you want, when you want'.

THE RESULTS

A 12% increase in brand recall in a crowded market, a 10% increase in enquiries for personal loans and 37,000 unique visitors to the microsite.