First Direct DM PARCEL by TMW

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency TMW
Executive Creative Director Daren Kay
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: FIRST DIRECT
Product/Service: ONE ACCOUNT
Date of First Appearance: Nov 11 2010
Executive Creative Director: Daren Kay (Tullo Marshall Warren)
Senior Art Director: George Bell (Tullo Marshall Warren)
Senior Copywriter: Tom Harman (Tullo Marshall Warren)
Senior Designer: Ian Spanky Fryer (Tullo Marshall Warren)
Account Director: Cindy Gingell (Tullo Marshall Warren)
Senior Production Manager: Darren Jackson (Tullo Marshall Warren)
Media placement: Direct Mail - Direct Mail - November 2010

Describe the brief/objective of the direct campaign.
The object of the campaign was to recruit new customers to UK based bank, First Direct.

When only 7% of the population at any given time are looking to switch, finding these customers is a huge challenge. One solution is 'member get member'. A good proposition for a bank which is known to be the UK's most recommended.

So, putting this to the test, we mailed 21,000 existing First Direct customers - to see if they would indeed recommend the bank by passing on an application form to friends, who they thought would like to switch to First Direct.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Remember when passing something on was so much fun?

Designed to look like the children's popular party game - PASS THE PARCEL - we wrapped the message between layers of First Direct newspaper.

Once unwrapped the customer was left with an application form to give to their friend, a shiny new mouth organ, and the offer of £50 of iTunes vouchers if their friend did indeed switch over to first direct.

Explain why the creative execution was relevant to the product or service.
It is a simple idea. Using the medium of direct mail to powerful effect - in that it could ONLY work in direct mail.

In terms of being on-brand, as the first bank accessible over the phone 24 hours a day - the bank has made great play of the friendliness and down-to-earthness of the staff at the end of the phone. In short, a real antidote to the corporate 'big' bank feel of their high street competitors.

As such,a sales piece inspired by a childrens party game is in keeping with the quirkiness of the brand.

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.
This and a lower cost maltese-cross format of the concept were mailed to 21,000 customers. Average cost per response: £816. Average cost per new customer: £2,450.