Newcastle Building Society appoints Creativejuice

by Sarah Johnson Marketing Direct 12-May-08, 10:00

LONDON - Creativejuice has been appointed to carry out a series of direct response campaigns for Newcastle Building Society.

The Leeds agency will develop the financial service provider’s interactive communications approach and aims to increase online product sales.

Two campaigns are currently underway - an email campaign that will cross-sell products to existing customers and a cross channel campaign to launch a new website for Newcastle Building Society’s customers. The campaign will aim to drive registrations and referrals for the new site with a target to generate £40m of sales in 2008.

Creativejuice has already completed an email campaign which outperformed existing creative on both the open and click-through rate.

Nusheen Hussain, direct marketing manager for the Building Society said: "Creativejuice thinks ‘outside of the box’ and we welcome this refreshing execution to our campaign."

Creativejuice managing director James Moore said: "The team liked the different methods of testing that we suggested. For example, the email campaign we are currently producing promotes equity release and is highly personalised to the extent that we reference the increase in value of the recipient's house.

"We also suggested testing the success of the campaign on five levels including variation in the subject line, the broadcast days, creative, data and the follow up activity."