5,800 leads in the first 3 weeks

See More Results

The Challenge

When Federal law changed and allowed Real Estate Investment Trusts (REITs) to be sold directly to the public, Hamilton National saw an opening that only DMW could fill. They needed to convince a cynical, risk-adverse public that this new product was trustworthy. So how do you communicate trust, and get the most bang for the buck?

The Solution

To appeal to the average, risk-adverse household more familiar with savings accounts and CDs, Hamilton National offered a unique product twist: a 6% Guaranteed Return for as little as a $1,000 investment. To market the new product, DMW developed a new brand with a more “bank-like,” trustworthy name — Hamilton National Income Trust. The messaging and the look were designed to convey a more comfortable and familiar look, leveraging images that looked like a bank and/or currency. A new, multimedia brand campaign was built around a trusted, well-known celebrity: Patrick Duffy. It included DRTV spots, display and Facebook ads, e-commerce website, and fulfillment collateral. Before a national rollout, DMW executed a test launch in four metropolitan areas — allowing for campaign optimization to maximize return on investment.

Hamilton - Landing Page
Action Brand

Action Brand

Content Strategy

Content Strategy

DRTV

DRTV

Website Design

Website Design

Digital Ads

Digital Ads

Hamilton - Results

The Results

Ka-ching, ka-ching! Our Hamilton National Income Trust test launch campaign generated nearly 5,800 leads in its first three weeks — with 69% of total responders going directly to the website. The media buy yielded an incredibly efficient Cost Per Lead of just $71.06 (versus the client’s target allowable CPL of $750). Even better, 3.7 leads were generated for every aired spot – any ratio above 1.1 is considered strong. Just goes to show you: “Trust” the power of direct response.

What's it like when you launch a brand new financial product with proven direct response strategies? Like money in the bank.