A REALLY SIMPLE MAILING FROM SEB BANK by MRM Stockholm for Seb

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A REALLY SIMPLE MAILING FROM SEB BANK

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Industry Banking & Financial Services
Media Direct marketing
Market Sweden
Agency MRM Stockholm
Art Director Christian Söderholm
Copywriter Jessica Kugelberg
Designer Sara Von Platen
Released May 2010

Credits & Description

Category: Financial Products & Services
Advertiser: SEB
Product/Service: BANKING
Agency: MRM STARSKY
Date of First Appearance: May 1 2010
Entrant Company: MRM STARSKY, Stockholm, SWEDEN
Account Director: Lykke Griwell (MRM Starsky)
Account Manager: Kristin Sköldebäck (MRM Starsky)
Art Director: Christian Söderholm (MRM Starsky)
Copywriter: Jessica Kugelberg (MRM Starsky)
Planner: Carl-Johan Schultz (MRM Starsky)
Designer: Sara Von Platen (MRM Starsky)
Media placement: Direct Mail - Direct Mail - 1 May 2010

Describe the brief/objective of the direct campaign.
ITP is the Swedish term for occupational pension agreements for privately employed white-collar workers. In 2010, some 240 000 Swedish employees were informed that they had the opportunity to choose one of the nine alternatives for their premiums – among them SEB Bank.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A mailing was sent to existing and previous SEB customers within the ITP target group. As the ITP-reform and mandatory choice are perceived as complex and boring, the main message was simplicity. Just choose SEB and we’ll make sure you don’t have to worry any more.

Explain why the creative execution was relevant to the product or service.
The ITP-reform requires that the customer fills in a formal and extensive form. Our solution demonstrates how SEB instantly assist and simplify. We offered a stamped template that identified fields to fill in and what to ignore, thus lowering the threshold for the customer.

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 goal was to reach a response rate of 5%. We reached 10% and over performed with 100%.