Marbles - "Logic"

Clark McKay & Walpole London, United Kingdom

2000

Title	Logic
Agency	Clark McKay & Walpole
Campaign	Logic / Marbles - HFC Bank
Advertiser	HFC Bank
Brand	Marbles
Posted	January 2005
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Philosophy	Using the bizarre logic people use to rationalise their material desires
Problem	THE CHALLENGE To develop an integrated campaign using DRTV, press and direct mail to promote marbles loans in the key loans period of January. The campaign had to achieve stand out in a very cluttered marketplace and further enhance the marbles brand proposition: Use your marbles for a life less ordinary THE INSIGHT Borrowing is a way of life but not many companies know what my life is about
Result	Direct mail improved response and conversion by 90% with the DRTV achieving in a £16 lower cost per response against the control creative. The key measure for marbles is return on investment. The uplift in response and conversion has seen their cost efficient ratio for DM improve by 50%
Media Type	Television
Length	60 seconds
Market	United Kingdom
Creative Director	Steve Walpole
Director	Steve Lowe