Our creative strategy made use of a cherished Christmas theme, balancing the creative impact of the piece with the product’s rational arguments. We used on- and offline channels with differentiated messages to better address the bank’s large variety of client profiles. For offline action, we sent direct mailing in two distinct formats; email marketing was used online.

Our creative theme, 'Secret Santa', is a popular Brazilian Christmas activity. Participants draw names of gift recipients and exchange spirited messages, prompting beneficiaries to try to discover who their unknown gift-giver is while providing tips concerning the presents they wish to receive.

In the Brazilian market, returns between 2% and 3% are considered good results for a direct mailing campaign. Our initiative yielded returns well above the market standard.

The direct mailing achieved a 5.75% conversion rate in the self-mailer format, 5.86% in the reply-envelope format and 5.88% through email marketing.In our view, our success is the outcome of a timely offer delivered with creativity, relevant argumentation and tactics perfectly suited for the moment and adjusted to the different client profiles we wished to reach.