Case Study # 1 – Hibernia BankOur Work — By Lois Geller
The bane of small DM agencies like ours is the corporate takeover. It usually means we lose the client to the bigger company’s agency. That’s what happened when Capital One took over Hibernia Bank, which operated in Louisiana and Texas. (It also meant we lost our excuse to visit New Orleans which rankles.)
What rankles more is that we had just achieved a significant creative breakthrough in HELOC postcard mailings for Hibernia. We’re usually not overly fond of postcards but they were a given. Basically we gave the copy an attitude, some personality, and switched the focus from the bank’s offerings to the needs and dreams of its clients and prospects. Bingo.
We can tell you the lift in approved Home Equity Line of Credit applications was 23% – first time out. Then along came Capital One.