HIDE AND SEEK MAILING by Euro Rscg Dusseldorf for Quirin Bank

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HIDE AND SEEK MAILING

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Industry Banking & Financial Services
Media Direct marketing
Market Germany
Agency Euro Rscg Dusseldorf
Creative Director Martin Breuer, Martin Venn Grey Germany Gmbh
Art Director Harald Linsenmeier, Yasemin Heimann
Released December 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: QUIRIN BANK
Product/Service: BANK
Agency: EURO RSCG DÜSSELDORF
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: EURO RSCG DÜSSELDORF, GERMANY
Chief Creative Officer: Felix Glauner (Euro RSCG Duesseldorf)
Creative Director: Martin Breuer (Euro RSCG Duesseldorf)
Creative Director: Martin Venn (Euro RSCG Duesseldorf)
Art Director: Yasemin Heimann (Euro RSCG Duesseldorf)
Art Director: Harald Linsenmeier (Euro RSCG Duesseldorf)
Director Client Services: Harald Jaeger (Euro RSCG Duesseldorf)
Head of Communications: Kathrin Kleinjung (Quirin Bank AG)
Media placement: Direct Mailing - Mailings Distributed To Existing And Potential Customers For the Quirin Bank - 14.12.2009

Describe the brief/objective of the direct campaign.
It’s not easy to find a bank that is transparent and fair in its accounting. In this spirit the agency was asked to create a Direct Mail, which unveils questionable methods in the banking sector in an ironic and entertaining way.

Explain why the creative execution was relevant to the product or service.
Many banks keep their clients in the dark about their own allowances. They hide charges and commissions in the fine print or do not repay so-called kickbacks. The quirin bank is different. That’s why the hide-and-seek idea is highly relevant to the product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To explain common tricks used by banks on their clients, the agency created a booklet containing “the most popular hide-and-seek games in private banking”, which itself was hidden in the false bottom of the mail package.

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.
The response was amazing. 26% of the recipients - Private investors - called the hotline and 39% of them arranged a advisory interview.