iProspect India, the global digital agency from Dentsu Aegis Network, has won 4 awards at the DMA India Awards 2017 held in Mumbai last week. It won Gold for ICICI Bank (Business for iCalculate), Silver for Max Life Insurance in Sector Insurance (The Smart Display Banner), Bronze for Leveraging video ad formats to build interest for ICICI Bank Home Loans and a Leader Certificate for Trouser Exchange Scheme, Raymond in Retail and Direct Sales. The DMA India awards honour the creative par excellence in marketing and advertising campaigns that have raised the bar of originality, response strategy, interactivity and marketing impact.
iProspect India was awarded a Gold metal for their campaign for ICICI Bank which used its proprietary tool iCalculate. The objective of the campaign was to increase sales for ICICI Bank’s personal and home loans. The challenge was when most customers used the loan calculator on the website to get details on eligibility, interest rates, loan amount, etc. did not click on the ‘Apply Now’ button. It was counted as a conversion only if a user applied for a loan by clicking on the ‘Apply Now’ button on the website. Thus, there was a gap to be bridged – how does one tap the missed opportunity created by a large number of drop offs and track users who interacted with the calculator fields but did not click on the Apply Now button? The idea was to use iCalculate which passes real-time data to the Google Analytics Cloud on a Windows unload event as a solution to this problem. In this case, the tool matched information requested with the user ID and eligibility criteria for the loan amount. Data like loan amount, monthly EMI, product, etc. were captured and an API script was fired every time the user did not click on the Apply Now button. This data was then sent to the call center team, which provided immediate assistance and customized plans. From a result standpoint, this led to a 200% increase in contactable leads and 30% increase in call center efficiency along with increased customer satisfaction owing to an integrated backend and seamless data management.
Speaking about the awards won, Rubeena Singh, CEO, iProspect India said, “We are extremely excited to have won 4 awards at DMA India. Each of the winning campaigns are special in their own way and reflect our expertise in different areas of digital performance. I must take this opportunity to thank our clients for being open to our suggestions and trusting us with the rollout of these ideas. I congratulate all the teams that have put in a lot of hard work to strategize and execute these innovative campaigns – it has paid off well! iCalculate is a unique proprietary tool, it’s close to our heart and we are glad to have won the Gold for that campaign and gained industry recognition for it.”