Citizens Bank

Agency integration

Challenge:

Client's four agencies to fully integrate a four-week home equity campaign using all optimal channels (print, radio, FSI, merchandising, direct, online and PR).

Opportunity:

Utilize campaign sweepstakes with aggressive 0% offer to develop a "Scratch 'n Win" direct mail package to support objectives of increasing loan applications. Direct mail delivered the "friendly, honest and helpful" brand character, complemented other channels and integrated creatively with brand campaign.

Results:

The mail portion of the program experienced a 42% lift in application rate when compared to control.