Daemon Group – Case Study
BUY A HOME BACK HOME WITH ANZ
PROMOTING ANZ EXPAT BANKING SERVICES IN THE UK
ANZ had been operating in the UK for 18 months and had builtup a healthy list of prospective customers through successfulnetworking and afﬁliations. Their challenge was to ﬁnd a way ofconverting these prospects into actual business in order to meetambitious sales targets. There was also a need to ﬁnd a way towiden reach from the London base to start communicating withother parts of the UK and raise awareness of both the expatmortgage products and the wider product portfolio.
Leveraging Daemon Group’s preeminent position in the ﬁnancialservices market and strong understanding of the expat market,an HTML campaign was deployed to raise awareness andquickly drive response and conversions. These HTML emailsformed just part of an integrated strategy and included:• Development of relevant, targeted messages• Creation of a quirky creative campaign, within brand guidelines• Series of pertinent, sequential HTML emails to be sent atregular intervals
The HTML emails were sent out to new and existing prospectson ANZ’s database at regular intervals over a six week period.Different messages were used to test response and a cash backincentive offered to encourage quick response, resulting in asigniﬁcant uplift in response, conversions and awareness.