Campaign: Consumer Direct Mail Campaign
Client: HSBC - MEFCO, with associate - Brandcom

Quick Overview
The objective is to empower present customer basis and enhance lifetime value through promised return for cross selling and upselling across product basket. Here target basket was car loan and origin basket was credit cards and old car loan members. The basic objective is to jump the channel barrier and make customers call Directly to HSBC for car loan.

Solutions:
The tactic prop taken is a dummy laminated paper card with unique identity with a strong value of redemption worth the loan value through gifts. The power of redemption was made strong through communication worth of redemption realization value – on 1 Dhs. Loan to 1 Airmiles logic, and the points value was much more than market comparison hence program value to customer is perceived to be higher.

Data Direct came up with the idea of card prop making it a tool of query and an identity worth remembrance to avail the offer anytime (wallet value) whenever a prospect is trying to take a car loan; the card also gave the advantage of referral angle been joined to the campaign to enhance queries.

Data Direct primarily cleaned the credit card and car loan database before going ahead with the mailing campaign, each record was tagged with a unique number to make the key response measurement for future analysis on demographic and behavioural attributes, the personalized printing, mail production, and fulfilment was entirely facilitated by Data Direct.

Conclusion
There was a considerable increase in car loan subscriptions with significant increase in acquisitions.