Our solution was to dramatise the kind of relationship difficulties small business customers were having with their banks.The creative work took the guise of an 'Agony Aunt’s’ problem letters page called 'Dear Sandra' – typical of many tabloid newspapers in the UK – which had apparently been torn out of the newspaper and sent to each recipient.All the published letters were from small business people, unhappy with the relationship they had with their business bank manager.Sandra's advice to every reader ended with a helpline number, which of course was NatWest's Business helpline.

Switching rates for business customers are traditionally so low as to be immeasurable. TBWA\GGT predicted a response rate for the client of 5%.In fact, with telephone follow up, this pack achieved leads for NatWest Business Managers at the rate of 20% - one new business lead for every five packs mailed.Internal feedback from the client's field staff also suggested that the quality of the leads was very high.