If we could clearly show these customers that they had more equity in their homes than they thought, we could persuade them to apply for a credit line increase. So we came up with an outer envelope that looks like a DL, but expands to a C4 when opened - a demonstration of the fact your equity is bigger 'the medium becoming the message'.

Against a target of 2%, this campaign delivered a response of 14%, or 700% of target. It generated additional line increases for Citibank of $10,486,770, of which $2,821,198 had been drawn down by 30 Nov 2004. This makes it Citibank Australia's most successful line increase offering ever. Needless to say the client is ecstatic - and planning to run the same creative again next year.