2009 will see the implementation of the final withholding tax. This means that all profits gained from bonds will be charged with 25% tax – something that needs to be communicated to prospective investors. The objective is to stimulate as many prospective investors as possible to invest before the year 2009.

25% of all profits – that’s pretty steep!

To reveal the true extents of this deficit our mailing depicts just how steep 25% is. For this our letter bears a hole that takes up exactly 25% of the letter’s original size. The copy-text picks up on the insight that most investors budget their money for retirement provisions. A tax deficit of 25% suddenly also becomes a pension shortfall of 25%.

Mail date was close to Christmas; response measured up to New Year. 20,000 mailings were send out; 934 orders came back.Due to this conversion rate of 4.5% the complete mailing will be repeated in 2008 for a wider audience.