Autumn is the hiking season in Austria. The images of mountaineering to the highest peaks stand for reaching the personal goals: wealth and prosperity. With EB everybody is routed to the peak of success because of best (=evergreen) conditions (corporate colour = green).All you need on your way to the summit is provided by EB (trail-maps, mountaineering knowledge) Two radio spots supported the message: one with typical Austrian folk music, the other with sounds from a mountain drama movie (thunder, lightening, a girl crying for help)Direct mail: 15,000 actual customers with an MGM offer and an offer for new customers.

Challenge: even though the specific Easybank product (a bank account including option funds) that had to be launched was difficult to understand the creative campaign triggered a lot of attention and curiosity among potential customers.Results: 778 new addresses = 5.2% response; 598 of them (=77 percent) became new Easybankers. The goal - to win more clients for less than 300 Euros - was reached easily.Expenses: Mailing: 60,500. Cost per response: 78 EuroCost per Order: 101 Euro (200% below target.Amortization rate: approx. Seven months.