Results and Effectiveness

The activity garnered a huge collective response from our prospective customers in terms of call-ins, the toll free number got very busy, so is the hits on the website visits which showed a jump of almost 50% compared to the previous month This low-cost media innovation/collaborative effort yielded almost immediate results on the over all DSP BlackRock Mutual Fund basket by 3.6% which is a huge number considering the market and the competition in this sector

Creative Execution

The big innovation was to collaborate with a services like Just Dial – (yellow pages of mobile industry). They offer professional services in sourcing and forwarding databases across industries. We simply owned that space by having our idea feature in every contact that was forwarded by the firm to its callers asking for any query related to financial services. It took us some time to convince the company to carry the telephone numbers with commas between digits in the telephone number provided making the number resemble a large financial sum at first glance. Adjoining branding drove home the point about investing right and getting any sum target within reach. Since India corners a growing chunk of the global mobile footprint and also due to the fact that the innovation device (our mobile SMS ) and message called for an interactive platform where the message could be accessible, forwarded and leveraged.

Insights, Strategy and the Idea

Our client DSP BlackRock Mutual Fund wanted to bring about a fresh perspective in their communication and reach out through newer touch points with an idea that would emphasize their core offering in an engaging manner. The objective was to make the TG—our loyal investor clientele as well as prospective investors who are upwardly mobile and open to newer ideas—look at the otherwise boring topic of wealth management in a different yet relatable way. The creative execution lay in the simplest of devices: the comma that is usually used to break up a bigger numerical figure. The insight being that as soon as one sees a number broken into parts with the digits in the number separated by commas, it is seen as a monetary amount and a figure so large is subconsciously associated with a large amount of financial wealth.