MUTHOOT

Objective:

To educate the customers about the hassle-free process of availing a Gold Loan in just three minutes and thereby driving the footfalls to the branch.

Role of IES Madison:

Entice I Engage I Educate: Create a dent in the mindset of customers about the ease of getting a Gold Loan, interact with the TG in the catchment area near the branches and disseminate detailed product knowledge to drive the footfall to the branch.

• IES took upon the operational challenge of driving footfalls to branches and conducted a 20 Day Roadshow Canter Activity across 3 States.
• The Key Interactive hook was the game -Search the Gold Coin – specially designed to convey the Express 3 Minutes Gold Loan service. - Participants had to beat their opponents in finding the Gold coin in a minute from a bowl filled with ornaments. - The activity gained mass appeal even amongst the women audience. - Spot gratifications greatly increased the excitement amongst the winners.
• To engage the customers at the canter and drive the footfall to the branch, a special lucky draw was designed. The prizes for which could be redeemed at the nearest Muthoot branch.

RESULTS

• Total Passive Contacts: 200, 0000
• Total Active Contacts across Delhi, Punjab and Haryana - 20,000
• The walk-ins at the Branch– 10,000 – A Record in Itself – A Lead Conversion Ratio of 50 %
• Total Active Contacts across Delhi, Punjab and Haryana - 20,000
• The walk-ins at the Branch– 10,000 – A Record in Itself – A Lead Conversion Ratio of 50 %
• The walk-ins at the Branch– 10,000 – A Record in Itself – A Lead Conversion Ratio of 50 %