01/11/1999Agri Plan Finance: Upweight Investment and Activity - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: The Northern Ireland agri-market was in alarming decline. NIIB, the personal and commercial lending division of Bank of Ireland, are market leaders in asset based finance. An advertising and communications strategy was launched to promote a new and flexible financial product (NIIB Agri Plan Finance) which was aimed at farmers as individuals. The campaign used event sponsorship and farming press to build the brand and direct mail was used for CRM. In just one year, the brand enjoyed meteoric sales growth. A 6000% volume ROI with a 36O% profit return. This case proves that quality and strategic marketing combined with a quality product can deliver accountable results ;---(TAGS)--- Full Title: UPWEIGHT INVESTMENT AND ACTIVITY ; Number: A1999/7 ; Brand Name: Agri Plan Finance ; Client: Nibb ; IPA_ProductCoding: Financial Services (Savings/investment products inc. ISAs, bonds, PEPs, savings schemes, TESSAs, unit trusts, trackers) ; Agency: Ardmore Advertising ; Author: STEPHEN ROYCROFT ;