Category: Financial products and services

Media: Flat Mailing

Summary

The client has a rewards and recognition programme for their high-performing Direct Marketing Agents. Under this programme, the client wanted to send a clutter-breaking card to the members' spouses on their birthday. The idea was to make each spouse feel special and proud of being associated with the client. A birthday card with a difference - a coffee sachet and instructions to serve it to the spouse was sent along with two more cards to the member. The card delighted both member and spouse and became a talking point in the client's circles!

Objective

• Break through the clutter of standard, annual 'Happy Birthday' wishes to the member's spouse
• Thank her for supporting her husband's (and thus the client) efforts towards achieving greater success

Challenge

The challenge was to make the spouse of the member feel 'special' and proud of being associated with the client through her husband's efforts.

Target Audience

The client is one of India's largest Home Loan organisations. The card was sent to their top channel partners, who are part of their channel loyalty programme.

Creative Strategy

In Indian society, a spouse's contribution to her husband's success is invisible, but invaluable. However, it is rarely openly appreciated. This mailing campaign was designed to make the spouse feel that she is the most important person in the member's life and make the members feel that the client values their partnership (and his relationship with his spouse).

Campaign Description

The mailer sent to the member contained a coffee sachet and two birthday cards. The idea was to ask the member to surprise his wife on her birthday, by making her a cup of coffee and serving it to her as she awakes.

• One birthday card is a tent card signed by the member. So, he's thanking her personally for her support (as he serves her coffee)
• The other Birthday card is personalised and thanks the spouse on the client's behalf. It is personally signed by the Head Product Marketing Group of the client

Result

• The initiative has been a huge hit as members mentioned that they were delighted. They were prompted to make a special gesture that they would not have thought of, otherwise.
• Also, the spouses were overwhelmed with this gesture by the member, which was supported by the client.
• While there is no quantifiable result, the goodwill and Top of Mind recall is enormous.
• The mailer has become a talking point amongst members and their spouses!