THE PROBLEM
The Agricultural Mortgage Corporation, an independent brand within the Lloyds Banking Group, is a specialist provider of medium and long-term finance to farmers. Finance is an extremely competitive marketplace; there is also deep-seated reluctance to change suppliers within banking.
HOW ‘BUILDING BRILLIANT’ SOLVED THE PROBLEM
We created a simple campaign with cut-through, encouraging farmers to think hard about how they could use finance to improve their businesses. This thinking was also rolled out across other channels including the client’s PR activity, creating a neatly integrated campaign aimed at driving lending enquiries.
THE RESULT
The campaign attracted over £62 million of enquiries from this one multifaceted direct response ad; which also reinforced AMC’s position as the leader in finance for agriculture. The return on media investment was enormous as the print ad alone just kept on pulling.
CAMPAIGN ACTIVITY
Trade press advertising
Online advertising
Direct mail
Web design
Exhibition support