HSBC DM WHAT HAPPENED THE DAY YOU WERE BORN by Select Direct

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WHAT HAPPENED THE DAY YOU WERE BORN

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Industry Banking & Financial Services
Media Direct marketing
Market India
Agency Select Direct
Creative Director Anil Kirtane
Released July 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: HSBC INDIA
Product/Service: HSBC CMB
Agency: SELECT DIRECT MARKETING COMMUNICATIONS
Managing Director: Ramesh Iyengar (Select Direct Marketing)
Creative Director: Anil Kirtane (Select Direct Marketing)
Visualiser: Kailash Ahire (Select Direct Marketing)
Account Executive: Preine Pereira (Select Direct Marketing)
Senior Vice President/Head Marketing CMB: Ajit Martis (HSBC India)
Vice President/Marketing CMB: Pankaj Bhawnani (HSBC India)
AVP/Marketing CMB: Ruchi Mehra (HSBC India)
Partner: Anita Kotwani (Mindshare India)
Innovations: Shivaraman Iyer (BCCL Head)
Client Leadership: Anita Kotwani (Mindshare West Principal Partner)
Media placement: 3 Dimensional Mail - HSBC Customer Database - 17th July 2011

Describe the brief/objective of the direct campaign.
HSBC India - Commercial Banking has been running several CRM programmes for different levels of decision makers in their customer’s offices. They needed to also impact and connect with the decision maker at the top, across their most important accounts.

Presidents and CEOs of these companies are not accessible via mail, due to the multi-layered ‘gate keepers’ … namely Executive Assistants, Personal Assistants, Secretaries and even dedicated office boys in India. (All of whom lay claim to keeping things away from the boss!).

Thus, traditional DMs would have no chance of reaching his/her table.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To send a highly personalised 3D mail package on his birthday, so customised and in-your-face that it was sure to be seen and retained by our targets. We decided to co-operate with India’s leading English daily, the Times of India.

A large facsimile reproduction of the front page of The Times of India, on the day he was born, was framed, put into special packaging and delivered to these VVIP customers across India.

The branding was very subtle so that it would not deter the recipient from putting it up on his wall.

Explain why the creative execution was relevant to the product or service.
The front page news of the most momentous day in his life held universal appeal.The gift would be retained and not passed along, giving the brand greater connection with this normally un-reachable target group.

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.
Over 500 connections were made. The DM met with the stated objective. Relationship Managers were called and thanked. Many customers also sent personally signed letters, as they treasured this unique gift, which they proudly displayed.

The campaign was phenomenally successful as these VVIPs actually took time of from their busy schedules to respond in person.