FirstPlus asked us to create their brand, launch them and develop a direct marketing strategy to generate efficient loan business at minimum cost per advance ratios. The challenge we faced was that FirstPlus had no track record in the UK and so needed quick credibility.
The Proctors response
The budget was relatively modest but we were confident that if we invested boldly in a strong personality (Carol Vorderman) and adhered to proven DRTV techniques we could produce effective advertising which would at the same time establish the brand.
The outcome more than justified our confidence. Response ratios consistently exceeded expectations – by 300% – and the business generated outperformed all targets. Meanwhile, FirstPlus grew from just ten staff to a major company with over 300 staff alongside a 25% share of the secured lending market. Research revealed a 57% unprompted brand recall rate and a 70% prompted brand recall rate amongst cable and satellite viewers.