THIEF by MullenLowe SSP3 Bogota for HELM BANK

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THIEF

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Industry Banking
Media Print, Magazine & Newspaper
Market Colombia
Agency MullenLowe SSP3 Bogota
Executive Creative Director Alejandro Benavides
Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio
Art Director Sebastian Otoya - Daniel Delgado
Released May 2012

Credits & Description

Category: Flat Mailing
Advertiser: HELM BANK
Product/Service: INSURANCE
Agency: LOWE-SSP3
Chief Creative Officer: Jose Miguel Sokoloff (Lowe-SSP3)
Executive Creative Director: Alejandro Benavides (Lowe-SSP3)
Creative Director: Jaime Duque (Lowe-SSP3)
Creative Director/Copywriter: Carlos Camacho (Lowe-SSP3)
Art Director: Daniel Delgado (Lowe-SSP3)
Group Account Director: Natalia Villegas (Lowe-SSP3)
Account Executive: Susana Villegas (Lowe-SSP3)
Media placement: direct mail - direct mail (thief) - 28 march 2012

Describe the brief/objective of the direct campaign.
We seized the opportunity to sell the idea to the bank’s existent members that were not insured with the bank’s Home Insurance Policy. We took advantage of the stationery that the bank sends to its clients, so the target would initially recognise the familiar bank-sent mail.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With the same envelope that the bank uses to send financial statements to its customers, we sent the uninsured clients an empty envelope with the envelope window smashed and with a thief figure in it, with a compelling message inside: ‘Protect what´s most important for you’.
We wanted to make the target feel as if someone had broken into their private affairs, thus relating them to the feeling they would have if they weren't insured if something were to actually happen to them.

Explain why the creative execution was relevant to the product or service.
With the same envelope that the bank uses to send financial statements to its customers, we sent the uninsured clients an empty envelope with the envelope window smashed with a thief figure in it, with a compelling message inside: ‘Protect what´s most important for you’.
We wanted to make the target feel as if someone would have broken into their private affairs, thus relating them to the feeling they would have if they weren't insured if something were to actually happen to them.

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.
3,000 uninsured clients felt how exposed they were without the bank's insurance