consumer credit campaign
DESCRIPTION
Consumer credit campaign. I Marketing campaigns. RAISING CONSUMERS` AWARENESS ABOUT THEIR RESPONSIBILITIES AND RIGHTS. consumers. Enterpreneurs. Media. KEIT HINTS September, 2013 TALLINN. Responsible lending survey at 2012. 7 banks (credit cards, small loans) ; - PowerPoint PPT PresentationTRANSCRIPT
Consumer credit campaign
I Marketing campaigns
consumers
Media
EnterpreneursRAISING
CONSUMERS` AWARENESS ABOUT
THEIR RESPONSIBILITIES
AND RIGHTS
KEIT HINTSSeptember, 2013 TALLINN
Responsible lending survey at 2012
7 banks (credit cards, small loans);
10 non-bank financial institutions (quick loans);
4 telecom service providers;
9 retail stores that provide payments by instalments
Objective of the survey
Define the information that lenders acquire from the consumers
Survey the lenders` behaviour regarding Standard European Consumer Credit Information form
Determine whether and to what extent the consumer's ability to repay the loan is assessed
Survey whether and to what extent the lenders provide adequate pre-contractual explanations
Payment by
istal-ments in telecom
14% Payment by
istal-ments in
retail20%
Credit cards
(banks)16%
Quick loans34%
Un-se-
cured small loans from
banks16%
87 mystery shopping's…
Standard European Consumer Credit Information Form
100%
68%
53%
25%
0%
20%
40%
60%
80%
100%
Non-bank, n=30 Retail, n=26 Bank, n=19 Telecom, n=12
Result AVERAGE (70%)
7%
32%
20%
42%
0%
20%
40%
60%
80%
100%
Non-banks, n=30 Retail, n=26 Bank, n=19 Telecom, n=12
Results AVERAGE (22%)
Adequate explanations about the credit agreement
Information about 14-days withdrawal right
0%10% 7%
17%
0%
20%
40%
60%
80%
100%
Non-bank, n=30 Retail, n=26 Bank, n=19 Telecom, n=12
Result AVERAGE (7%)
Warning regarding the consequences of missing payments
4%0%
7%
25%
0%
20%
40%
60%
80%
100%
Non-bank, n=30 Retail, n=26 Bank, n=19 Telecom, n=12
Result AVERAGE (7%)
Did trader assess consumer awareness and need for explanations
4%
17%
27%
8%
0%
20%
40%
60%
80%
100%
Non-bank, n=30 Retail, n=26 Bank, n=19 Telecom, n=12
Result AVERAGE (13%)
Objectives of the campaign
. Raise the awareness about the Consumer Protection Board of Estonia as a partner and adviser for the participants of consumer environment.
2. Raise consumers’ awareness about their responsibilities and rights.
3. Turn more attention to the risks concerning buying periodical mobile content services by the Internet and telecommunication channels.
Turn more attention to the risks concerning consumer credit
Raise consumers’ awareness about their responsibilities and rights
Turn more attention to the principle of responsible lending
Motivate consumers to ask and analyse Standard European Consumer Credit Information Sheet before making a loan decision
Targeting…
CONSUMERS
TRADERS MEDIA
About the campaign
Duration:
Media campaign and supportive PR activities 1 – 30 November 2012
Media campaign:
TV commercial
Facebook including short survey about consumer lending behaviour
Google adwords
Campaign website www.laenatargalt.ee
YouTube spot „What to consider before taking a credit“
PR activities (articles; interviews; public roundtable with market players)
TV commercial
http://www.youtube.com/watch?v=0Y_UCuwXH1o&feature=player_detailpage&list=UUOTFy6F2PucxZ_lZZWwsuoA