Deutsche Bank DM 2041 WILL BE EXPENSIVE by Wunderman Frankfurt

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Industry Banking & Financial Services
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Art Director Antje Thiele, Peter Schenk
Copywriter Katja Klauer, Janett Wessin
Released June 2011

Credits & Description

Category: Financial Products & Services
Product/Service: PENSION
Chief Creative Officer: Martin X Riesenfelder (Wunderman Germany)
Copywriter: Katja Klauer (Wunderman Germany)
Copywriter: Janett Wessin (Wunderman Germany)
Art Director: Antje Thiele (Wunderman Germany)
Art Director: Peter Schenk (Wunderman Germany)
Production: Silvia Pletz (Wunderman Germany)
Director Client Service: Claudia Lemlihi (Wunderman Germany)
Account Director: Philipp Seelinger (Wunderman Germany)
Media placement: Direct Mailing - Direct Mailing - June 30th, 2011

Describe the brief/objective of the direct campaign.
Without an appropriate private pension plan, young adults today will not be able to compensate for the loss of purchasing power in the future.
For this reason the target group, consisting of existing clients ranging in age from 18-34, should be advised to fill potential gaps in their pension with Deutsche Bank private pension solutions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The above mentioned fact has become even more urgent as of 1.1.2012, due to the changed conditions of the legal framework to the disfavour of the client. A consultation appointment is now twice as important. For this reason we face the target group with the effects of the inflation by making them aware of how expensive a future purchase will come.

Explain why the creative execution was relevant to the product or service.
An emotional approach with concern: a letter with a gently alarming supermarket receipt from the future. It forecasts a weekly shop in 30 years with the anticipated price increases (inflation, raw materials and energy costs). The letter extends an invitation to the Investment & Financial Centre to learn more about the topic private pensions, take a look into the future and secure a suitable pension plan for later in life.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Circulation: 234,000 appointments quota in campaign timeframe (in percentage of clients): 16%; Conversion quota in campaign timeframe (in percentage of clients): 2.64%