HOME EQUITY CAMPAIGN
ING DIRECT wanted to retain more home loan customers, as they often refinanced elsewhere when they needed an additional loan. To make customers aware of the benefits of unlocking the equity they’d already built up in their property, we targeted them in 2 phases. Phase 1 educated customers about using equity to achieve their goals via an eDM with a video that simplified the concept of equity. Phase 2 was a direct mail pack that turned their rational needs into emotional motivation to take up the offer, including steps to make the top-up easy.