CLIENT:
Absa Group Limited, is a South African-based financial services group, offering personal and business banking, credit cards, corporate and investment banking, wealth and investment management, as well as bank assurance.
CHALLENGE:
At Absa, consumer uncertainty had been reflected in declining personal loan applications. Their objective was to use direct mail to reverse the decline by reaching consumers on a more personal level, in their homes.
CAMPAIGN:
The key learnings from 2021 and the reduced budget for 2022 led to the new strategy of leveraging data analytics and the creation of a propensity model to identify and target similar prospective customers that had a high likelihood of taking up a loan.
We supported the in-house design team at ABSA with our own design ideas for a one-piece mailer, based on their current email visual style. Our insights and direct mail knowledge, directly helped to inform and support their team in the creation of the successful mail piece.
The mailers are fully personalised with recipients first name and residential address. Not only that but they are printed in English and Afrikaans versions.
OUR WORK