Home Savings of America

Several aspects of this
campaign are noteworthy

For starters, and perhaps most important, this campaign, designed to go after the Hispanic Home Purchase/Loan market, was impressively successful. Secondly the comprehensive nature of the marketing effort stands out, encompassing use of "infomercials", print and broadcast media to promote these programs, a direct response plus follow up mechanism to handle leads, and more.

The use of infomercials provides an interesting twist. And, as highlighted by the success of the campaign, these three educationally- focused TV programs, coupled with the indirect approach of using media advertising to promote them (as opposed to direct promoting of the bank) and the other elements of the marketing effort, proved to be quite effective.

Lastly, the three infomercials included a number of real-life testimonials shot on-location in consumers' homes.

To the Reader:

Shooting the testimonials for the educational video was one of the most powerful experiences an agency and a client could possibly have. We always knew the format was a good idea, but I don't think anyone anticipated how much we would get from speaking with Home Savings' loan clients in an intimate one-on-one setting about the most heartfelt of topics -- home ownership. By doing so, we introduced the client to the Latino consumer in such a personal way, far more personal than any focus group interaction could be, and opened their eyes to the real motivations, behavior, and "soul" of the consumer.

Never have the differences between general market consumers and Latino consumers been so clear and evident to our client as they were during this shoot. And, as each individual shared their home-buying experience, it became evident that we were no longer involved in a creative marketing project., we were witnessing a profoundly moving outpouring of truth and honesty about the impact a company can have on the real lives of our community.

The shoot took place in the homes and at the workplaces of customers who bought their properties with a loan from Home Savings of America. The Client, Agency and Crew were invited to spend time with the customers' families, to meet friends and relatives, even treated to home cooking. The gratitude that these home-owners wanted to express to Home Savings was so overwhelming that some of the customers had to stop and dry their tears in order to continue taping. Anyone who had previously wondered if real customers were going to be able to deliver credible, interesting messages, had their answer. No writer, no matter how talented, could have written testimonials with as much emotion, integrity, and believability as those given to us by every single person interviewed. It was evident that the relationship between these consumers and Home Savings was truly a special one, and that this project was going to be an unforgettably satisfying experience foreveryone involved.