Expand Your Playground
DnB NOR ASA
Issue 5 | July 2008
Agency
MRM Worldgroup / McCann Direkte Norway
Creative Team
Anna Lunder and Karl Nystoeyl
Production Team
Anne Hildremyr - Graphic Designer
Other Credits
Ina Svaroed - Account Director;Elisabeth Lassen - Account Manager
Date
March 2007
Background
DnB NOR, Norway's largest bank, wanted to upgrade their existing mortgage customers to the more flexible option - FlexMortgage (name translated). This mortgage loan functions as a normal bank account, allowing deposits and withdrawals at any given time.
Idea
The product was not very well known and needed explaining. A literal translation for the Norwegian product name (Rammelan) is 'frame loan'. That is to say, your general agreement with the bank is the frame. You can fill the frame with anything, i.e. spend your loan money on anything you want. As the product was based on a mortgage, it was natural to look for a solution with a connection to the house. So the agency created a flexible and expanding floor plan to show how a FlexMortgage can be used to fulfil your dreams, either by expanding the house itself or otherwise filling it with other objects of desire.
Results
The mailing received a 22% response rate and resulted in over 1 billion NOK (£90m) in increased mortgage loans.
Target Audience
Existing well established customers with standard mortgage loans.
Size
15,000 mailings
Our Thoughts
When I worked above-the-line, I was occasionally disparaging about direct mail. ‘Folding stuff’, I called it. Well, here’s some genuinely ingenious folding. The way you unfold the leaflet describes exactly how you can extend and modify your home - with a loan. Like so much DM, you only realise how clever the piece is when you have it in your hands.