the integrated campaign that drove US$200 million of business
A mortgage can be a huge burden. Especially in Japan where house prices are exceptionally high. Basing our campaign on this insight showed our audience we understood their problems, and ensured the creative resonated with them.
It was an insight that drive sales. Ultimately the campaign helped close US$200 million in business.
viral/TV
TV spots were seeded online, to measure which executions were most popular. The results helped determine the media spend for individual ads, when the TV campaign aired later.
Oh, and if you're curious about which was the biggest hit here's a hint... the funniest one.
mobile
Electronic billboards around Tokyo displaying massive QR codes drove viewers to the mobile site. This provided mortgage-calculation tools, product information and downloadable video content.
interactive banners
We brought the burdensome banker to life with an interactive banner campaign. For a (non-interactive) video demo, please click the buttons below.
Our banker shoots up and lands with a thump on the hapless mortgage owner.
Translation: "How high will he go?" "Higher than you think"
Our banker rockets up and onto the back of the long-suffering mortgage owner.
(Adaptation of banner, for English-speaking audience)
The user's mouse demonstrates the burden of a mortage.
Translation: "What does the wrong mortgage feel like?" "Click for the answer."
A graphic demonstration of how interest rates add to the mortgage burden.
Translation: "Refinance now and lock into fixed rates."
view other work
