The Brief

Our client DSP BlackRock Mutual Fund wanted to bring about a fresh perspective in its communication and reach out to a wider audience with an idea that would emphasize their core offering of wealth management in an interesting manner. The strategy was to put across some property of the brand, by which we can have a ownership on the ad.

Creative Execution

The idea lay in the simplest of devices: a comma that breaks up a bigger numerical figure was used to its best effect in between our long phone number, making it look like a really big sum of wealth at first glance. The projected response was to arrest the readers and get most of them to call on our number which was also the main hero of the advertisement. Needless to say, both happened in no time.

Describe the creative solution to the brief/objective.

This once, the creative execution WAS the product/service at offer. The expression blended in seamlessly with the problem/solution, making it an intelligent product demo in the print medium in the financial services category. As a company, DSP BlackRock Mutual Fund has always been about maximizing the wealth of its investors. Something that comes across very clearly in the direct advertisement through the phone number’s unique expression in numerical figures.

Results

This piece of communication acted as a springboard for the project and set the ball rolling rapidly. What began as a small piece of communication went on to yield almost immediate results as the overall call-ins grew at a rate of almost 14% with each passing day for the period the ads ran and re-ran. It showed a growth of 3.6% on the DSP BlackRock Mutual Fund overall basket of funds in just few months