Destimoney, be financially smart
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Transcript of Destimoney, be financially smart
‘Be Financially Smart’ A Customer Education Campaign by Destimoney Advisors
Background• Destimoney Advisors -- One of the leading and largest independent mortgage advisors in India.
• Destimoney, having a pan-India presence, has alliance with over 37 Banks and NBFCs.
• The company provides mortgage advisory services for home loans, loans against property, lease rental discounting and loan for purchase of commercial property.
CAMPAIGN CHALLENGE• Indians are not known to be good at saving and planning for the unexpected and
retirement and basic money management still remains a weak point, shows a recent survey.
• In terms of overall financial literacy, India is at the bottom among 16 countries in the Asia-pacific region with 59 index points, according to the annual MasterCard’s index for financial literacy.
• Since smart financial planning by masses holds the key for business success of companies such as Destimoney Advisors, the company in partnership with Teamwork decided to educate Indians for this.
• The core objective of the campaign was to reach out as many people as possible and help them with meaningful information about day to day finance management
• Teamwork decided to take a ‘customer welfare’ route in the communication and created the complete campaign targeted at educating people for financial planning.
• The campaign was aimed at helping the client in two ways – one by helping people ‘save more and earn more’ and also position Destimoney as the most credible option for achieving this.
• Positioning “Destimoney Advisors” as an distinctive as Mortage Advisory Firm in the financial sector.• Highlighting Advisory services as a SAFEGAURD and GUIDANCE for those taking home loans for first time• Placing Destimoney Advisors as an advisory firm for giving right direction and best advise according to
customer fit.
Strategy and Creative Communication
• Teamwork undertook an exhaustive research to identify publications and columns that have wide readership in different parts of the country
• New column spaces were generated in several publications by creating irresistible content with high public interests
• The agency took up all possible subjects where people shall do better financial planning and created highly informative yet simple articles that got high media response
• Since the Destimoney primarily operates on mortgage loans consultancy, the agency ensured that a substantial chunk of information is on that subject, helping the client in its core business also.
Goal Alignments with Execution
• Around thousand stories were generated for in leading publications /Electronic & Online media in a span of one year, thereby raising the recall value of Destimoney Advisors as a brand
• Positing of Mr Brijesh Parnami, Destimoney Advisors in all the leader speak columns of all leading business publications, including The Hindu Business Line, Economic Times, The Mint, Business Standard, Business India •Stories worth ad value of over Rs 20 crore were generated in the period of one year
•Multi-format campaign that included SEC-A, A+newspapers, magazines, TV channels and online portals.
Conclusion
Glimpses of the YearHighlighting the journey of Destimoney Advisors
The Hindu Business Line
Financial Chronicle
The Economic TimesMint
Dainik Jagran
Estate World Magazine
The Telegraph
Financial Chronicle, Pg 20 , National-22nd Jan,2015
Hindustan( Estates)
Afternoon DC
Mid- Day
Navbharat Times
Mid –Day , National Navbharat Times
Hindustan(Estates)
The Hindu Business Line Financial Chronicle
The Financial Express
Dainik Jagran ,National
DNA, National
Business Standard, National DNA, National Hindustan, National
Mail Today, National
Financial Chronicle, National Amar Ujala, National
Business Standard, National DNA (Property), National