Client: Capital Bank
Agency: The Sequoia Group
Copywriter: John Wallace
Art director: David Barraclough
Agency: Barraclough Hall Woolston Gray
Copywriters: Rik Haslam, Jake Holmes
Art director: Steve Edwards
Client: Direct Marketing Association UK
Agency: One to One Direct Communications
Copywriters: Rebecca Wood, Jan Young
Art directors: Dave Mullen, Paul Davies
To generate deposits of pounds 100,000 upwards from cash-rich companies,
Capital Bank needed to be positioned as a safe but flexible and
profitable investment partner. This was seen as critical to gaining
market trust, confidence and opportunity.
The top 5000 companies were targeted, based on a database selection
using cash-at-bank and other financial criteria. These records were then
pre-canvassed to check contact names and address details.
The mailing piece was designed to get past the ’secretary block’ and
deliver a strong core offer, while conveying the bank’s philosophy of
innovation and stability. It was a single mailing which departed from
the traditional portfolios and heavy financial documents. Instead, an
attractive card box contained the message and the playful prompt of a
To support this, a dedicated telesales team was trained to generate
leads which the bank’s treasury services dealer team would convert. An
0800 number and a freepost form allowed for unprompted responses.
The 5000 mailing, at a cost per pack of pounds 6 including postage,
attracted funds totalling pounds 113.5m.
’The figures were staggering,’ observed the judges. ’It was beautifully
conceived and worked very effectively in a category that, quite
frequently, does not produce the most stunning direct marketing.’
Volkswagen dealerships were motivated and informed of a customer service
quality scheme through a personalised mailing to all staff, from vehicle
cleaners to the managing director. This overcame previous complaints of
not knowing about the scheme, and of only principals and sales staff
To tailor the messages to individual staff, they were segmented into
eight categories. Each was sent a dossier setting out their personal
The briefing process was continued through mailings.
Who says the Scots are dour? A mailing with a sense of humour resulted
in delegate applications for the Direct Marketing Association ’Loyalty
Day’ conference in Scotland being double the number of places.
The mailing, to DMA members and other marketing professionals, was
supported by inserts in direct marketing and trade media, and follow-up
calls were made to previously-identified ’warm’ leads.
A Web site was designed with hot links to Edinburgh attractions and a
reminder screensaver could be downloaded.
This article was first published on Marketing