Product category:
Direct marketing agencies
News Release from: Hicklin Slade and Partners
Edited by the Marketingservicestalk Editorial
Team on 09 October 2007
NandP tries DRTV for mortgage sales
Norwich and Peterborough Building Society is running its first direct response TV commercial to target a wider national audience with its mortgage products.
'Don't let it get away' is a 40-second commercial created by marketing agency Hicklin Slade and Partners and will run during October across a range of satellite stations, including Sky News, MTV and Turner Classic Movies The message from Hicklin Slade's creative director, Andy Barwood, is that far too many people let the best mortgage rates get away from them because they don't act quickly enough and grab a better rate
This article was originally published on Marketingservicestalk on 9 May 2008 at 8.00am (UK)
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The commercial opens on a beautiful sunny morning on Cowley Hill, North Downs in Surrey, with a large group of people chasing a 15ft high percentage sign up hill and down dale across the countryside.
As the rate moves faster, people are racing to catch up with it, losing brief cases, pushchairs, shoes and children along the way.
As the day draws to a close the exhausted group is still chasing after the best rate, but is now seen in silhouette against a sunset.
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A voiceover explains that NandP is always updating its deals to make sure they're attractive, so customers don't need to chase around after rates.
At the end of the ad, you see a member of NandP staff answering the telephone and the message comes up on screen that NandP has "the right mortgage for you".
The call to action is a free-phone telephone number and web address.
NandP is testing DRTV in a bid to increase its mortgage business.
Previously NandP has used press advertising and Best Buy tables (in national papers) to highlight its best mortgage offers but heavy product discounting is required to achieve continual best-buy status.
NandP is looking at TV advertising as a more cost-effective and efficient way of driving consumer response direct to its customer contact centre.
Known for its high level of customer service, NandP used 14 members of staff in the TV ad rather than anonymous actors.
If you look carefully you can even see agency staff including Hicklin Slade's Barwood, who is pushing a pram at the beginning of the commercial.
Debbie Britton, head of customer marketing for NandP, said: "We are really excited to be able to include staff from the society in an ad campaign again.
"We are very proud to be able to promote our mortgages on TV.
"We want to let people know that they shouldn't let a great rate run away from them - but talk to our team at NandP instead".
People responding to the DRTV campaign will receive product pack which references the TV commercial.
NandP will be able to track responses online.
Hicklin Slade also created an internal communications briefing pack for NandP staff.
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