Objective:
To introduce and educate customers on the unique features and benefits of Island Savings’ new ‘Incredible Shrinking Mortgage’. The campaign was aimed at capturing market share of Islanders looking to sign a first time mortgage or those renewing their existing mortgages from other major financial institutions. The campaign was focused on promoting the unique benefits of the ‘Incredible Shrinking Mortgage’, which is one of three new mortgage products Island Savings built specifically for Islanders.
Strategy:
The rewards of Island Savings’ new ‘Incredible Shrinking Mortgage’ are undeniable and exceptional. It is a true leader in the market. A product so liable it is guaranteed to move people to celebration because of its unique step down feature. As a result, we wanted to put a fun spin on this mortgage campaign with a three month “mortgage party” themed campaign. To emphasize the benefits and features of the ‘Incredible Shrinking Mortgage’, we took traditional forms of media and put an interactive, fun, party twist on them. The interactive stunt TSA, bursting flex form print ad, 3-dimensional mall posters, Facebook app, video-scribe pre-roll video, flash ads and creative bus ads with a party hat extension showed that the new mortgage will give customers a reason to party!
Islanders were also encouraged to enter the ‘Incredible Shrinking Mortgage’ House Party Facebook Contest, where they had the chance to win $3,000. The contest let visitors choose a party themed room to “enter” the contest. They were then encouraged to invite friends to “attend” the party and enter the contest for their chance to WIN!
Tactics:
- Print (banner ads with extensions)
- Transit Shelters (plus, one stunt shelter)
- Buses (with window extension)
- Direct Mail
- Mall Advertising (3 dimensional)
- Facebook App & Contest
- Online advertising
- Facebook, Youtube video, Google Ads & select real estate websites
Results:
Mortgages signed: Our goal for the 3-month campaign period of new mortgages signed was achieved!
- 2,566 Contest entries
- 5,862 New Facebook fans
- 6,928 Campaign webpage views
The Financial Brand recognized Island Savings as a Top 100 International Retail Financial Institution getting the most new Facebook likes!