Standard Bank DM INVITATION TO THE PAST by TBWA\Hunt\Lascaris Johannesburg

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Industry Banking
Media Direct marketing
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Art Director Sanche Frolich
Copywriter Lauren Shewtiz
Released April 2010

Credits & Description

Category: Dimensional Mailing
Date of First Appearance: Apr 12 2010 12:00AM
Entry URL:
Executive Creative Director: Damon Stapleton (TBWA\Hunt\Lascaris)
Art Director: Sanché Frolich (TBWA\Hunt\Lascaris)
Graphic Designer: Sanché Frolich (TBWA\Hunt\Lascaris)
Copywriter: Lauren Shewtiz (TBWA\Hunt\Lascaris)
Buisness Unit Director: Linda Botes (TBWA\Hunt\Lascaris)
Buisness Unit Director: Bridget Langley (TBWA\Hunt\Lascaris)
Account Executive: Katiso Maarohanye (TBWA\Hunt\Lascaris)
Strategic Planning Director: Leigh-Anne Kazantzas (TBWA\Hunt\Lascaris)
Production Coordinator: Tony Finney (TBWA\Hunt\Lascaris)
Media placement: Direct Mailing - 50 Invitations Hand Delivered To Private Clients - 12th To 16th April 2010

Describe the brief/objective of the direct campaign.
The target audience was drawn from existing Standard Bank, private clients. Recently, early hominid remains that are almost 2 million years old, were discovered by Prof. Lee Berger at the Cradle of Humankind. Standard Bank Private Clients, wanted to hold an exclusive event for a handful of their top earning clients, to give them access to not only Prof. Berger who found them, but also to view the fossils firsthand. Our challenge was to design a unique invitation to this exclusive event.

Explain why the creative execution was relevant to the product or service.
Our invitation was relevant to the product in that it was designed to be an interactive journey to discover the past. Our invitation was twofold, the first part, a key, which created intrigue, and the second, a locked box they could open with their key. Inside was filled with sand and a brush, used by the client to sweep away and reveal a replica of the first fossil skull that was found. Included in the box was a printed invitation. The replica would a keepsake that would forever remind them of the day they got to discover the past for themselves.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The private clients that Standard Bank chose to invite to this intimate event are busy men and women who are inundated with invites all the time. Our solution was to come up with an invite like no other, something that would make it past just their secretary's desk and onto theirs.

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 invitation was only given to a very selective number of clients in order to maintain the exclusivity of the event. Amazingly, despite the busy schedules of these clients, there was 98% attendance to this event.