Direct > Product/Service
BAKED BEANS
M&C SAATCHI, Melbourne / ANZ BANK / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
To encourage young customers who had recently opened a day-to-day account with the bank to consider opening a Progress Saver Account.
CampaignDescription
We knew this group would be cynical about anything sent to them by a bank, so we created a very ‘non-bank’ piece of direct mail. The shopping docket exaggerated the notion of ‘living on baked beans’ while you're trying to save. It then offered an easier alternative via our Progress Saver product.
Outcome
The average response rate for the campaign was 15%, which exceeded the client's target of 10%, an impressive result for a notoriously difficult target audience.
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