The brief
REL Consultancy Group conduct an annual global working capital benchmarking survey, in partnership with CFO magazine. Firedog was challenged to produce a personalised direct mail piece for the US, UK, French and German markets. The mailer needed to announce the sector specific results of the survey to the recipient and generate sales leads through increased website traffic. The mailer needed to speak to both high and lower value potential clients in a single execution.
The solution
Firedog developed a mailing carrier that carried benefit driven messaging. Each carrier contained two personalised inserts. Because the creative execution needed to speak to both lower and higher potential value clients, the focus of the creative was to deliver a message of excellence through the ‘pole position’ concept. This concept appeals to both tiers of customer.
The results
The use of striking illustrations ensured that the mailer would have stand out quality, breaking the norm of financial services communication. The mailer was translated and trans-created to produce French and German language versions in addition to UK and US English variations.
