Sagar Rahurkar
Creative Leader at Consultant
Mumbai, Índia
Anunciante N/A
Marca Capital First
Data da primeira Transmissão/Publicação
História The Task
Connect, engage and encourage the home loan division to achieve the targets.

The Challenge
Home Loan is a highly competitive market. The backbone of any home loan company is the Sales and Marketing Department. The equation is more calls equals more business and more success.
The intent was to motivate the Sales & Marketing team to achieve the Sales Target across branches in India in the last quarter (1st Jan to 31st March 2018).
Since we were talking to seasoned professionals, it was time to think beyond the conventional mediums like posters and danglers and use a digital approach to have a consistent and measurable engagement.

The Result:
In a rare first, the entire initiative was fronted digitally, using web banners, emails and a mobile app. 27% Increase in Sales of Home Loan

The Strategy
Cricket is the national religion of India and the excitement levels during the IPL season hits skyhigh. We conceptualized an idea to create HPL (Home loan Premier League) and infuse a competitive spirit across branches in India.
HPL was designed to create excitement and build healthy competition and synergy among different functions. Namely Sales, Credit, Operations, RCU, HR, Legal and Policy. Their cohesive efforts are needed for the acquisition and conversion of leads.
The matches were played on 3 parameters. 1) Login 2) Decisioning 3) Disbursement for Home loans
The IPL format was replicated digitally with teams, capped players and tournament stages. A near-360 digital communication enabled the participants to understand their individual as well as division-wise performance. The constant updates and motivational message sustained the business momentum throughout the tournament by way of competition and engagement. All in all, it was HPL was a tournament well played.
Tipo de Mídia Interatividade
Sr. Creative Director


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