The key to opening the door was not to talk about Danske Bank, but to talk about the prospect – the person.

Our insight was that, despite the amazing service Danske Bank could offer, that wasn’t what prospects wanted to hear about.

We had to make sure that our communication was all about them. We had to prove the company truly understood their needs and their challenges.

Only then would we deliver the meetings that Danske Bank needed to start the conversion process.

Our creative idea was to make prospects feel part of the Danske Bank family, before they’d even had a meeting.

Our solution was focused, personal and bespoke, just like Danske Bank’s business service.

In total, we made 1,900 different pieces of content, delivered to our prospects in a customised sequence that would encourage them to engage.

The first package contained a personalised version of the daily financial newspaper. When opened, it read, “This is a special version of the financial newspaper – just for you – have a great read.” Inside was the edition for that day, but with two important differences: it only featured Danske Bank advertising and four ads called out our prospect by name.

A week later, it was followed by a customised video book, with the local CEO of Danske Bank addressing each prospect by name.

Finally, we created a personalised online newsfeed, which was emailed to them in the third week by their potential new Account Manager and included a regularly updated stream of relevant articles.

After 10 weeks, 40% of our target had booked meetings with Danske Bank, 20 times more than usual – and so far, 10 of them have become clients.

Our personal, targeted approach has dramatically transformed Danske Bank’s business prospecting.

We delivered a 100% increase in the number of meetings the bank has been able to secure with high net worth prospects – from 2% to 20%.

Conversion rates from these meetings are also outstanding at 10% – an extraordinary achievement considering how complex switching banks is.

Conversations are still ongoing with prospects, but our initial success has ensured that the campaign has already paid for itself, and these new customers will become profit centres in year two.

Our message was so powerful that some of our prospects even called the bank themselves, saying: “I think you want to talk to me.”

In just three weeks, we turned the most inaccessible CEOs and CFOs into new clients.