The strategy consisted in aiming the communication at clients with the biggest potential for transferring/acquiring investment funds as a result of a datamining exercise.The creative concept revolved around the importance of having preferential information on personal investments.The mailshot was made to look like a dossier explaining the tax changes and containing a customised investment proposal sent to each client by a Personal Adviser. A press cutting on the change in the tax law taken from the economic daily Expansión was enclosed for greater credibility together with handwritten comments by the Adviser in the margins on each page.

Quantitative results: Number of mailshots: 20,000, Number of replies: 5,325, Number of people taking out investment funds: 1,890. Response rate: 26.63%. Conversion rate: 35.49%. One out of every three clients who replied to the mailshot ended up acquiring an investment fund. Total volume acquired: the amount invested in the campaign was multiplied by 10. Qualitative results: The campaign was exceptionally highly valued by the commercial network in virtue of the results obtained. Many of the customers regarded the information as “privileged” and as coming directly from their personal adviser.