the partner
First Union Bank
the request
Develop a direct mail piece to increase bank holdings via enrollment in a CAP account, which combines banking features with investment products and has account information all on one statement.
the dance
On our mail package, we featured scribbled "accounting" and a coffee ring on the outside envelope as a way to show empathy for the consumer whose approach to money management is a little casual and probably not too effective. Inside, we played up the effectiveness and convenience of the CAP account by featuring a unique all-in-one folder containing the account's useful all-in-one statement.
the rain
The piece was so successful, it was reprinted several times. It brought in $5 million more deposits than anticipated and was featured in Consumer Reports for its "creative originality."
Consumer direct — self-mailer
The Wall Street Journal
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