Results and Effectiveness

The result: Recall increased by 56% at 5% of the cost.

Creative Execution

Buyers look for houses in the Real Estate Section of the newspaper. Ads here are generally 10 CCs and cost merely Rs. 5,000 (110 USD). So here, we released 10CC blueprints of houses that are cramped with furniture, fixture, household items. And asked the TG that it’s time to move to a bigger house with Union Bank of India’s home loans.

Insights, Strategy and the Idea

We had to communicate that Union Bank of India provides medium and large home loans for bigger houses. The TG is 30 year old, SEC A, Male. People in India typically buy "affordable" match box houses at the starting stages of their lives. But as the families get bigger and income becomes better, the need to move into a bigger house arises. When they look to buy bigger houses, most of these individuals look MNC banks or Indian Private Sector banks who spend millions in media. Union Bank of India, “a 100 year old” public sector bank needed to talk in this clutter with minimal budget.