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Picture
The Bancaso Story

Product: Loan Referral Service
Launched as a test in Los Angeles.

Key Issues:
  • Highly competitive environment: payday loans, quick loans, loans against your car, etc.
  • Inherited spokesperson and commercial
  • Low initial loan: $500

Specific Actions:
  • Reviewed call-center script to improve the processing flow and avoid early hang ups
  • Worked with call center to improve caller experience
  • Worked with client to increase loan amounts and make the product more attractive
  • Redid the TV commercial, adding stronger calls to action, supers and titles
  • Redid radio scrips adding stronger calls to actions and mnemonic devices (1-2-3)
  • Added filters to TV and Radio spots to cut down unqualified calls

Results:
  • Conversion ratios improved from 2.6% initially to over 15% in 12 weeks with two  flights
  • Cost/call decreased significantly
Picture
Picture

Creative

Initial TV spot

Revision #1 - Added filters, titles

Revision #2 - Filters, titles, higher loan amount

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