We were faced by a limited budget and convinced the client to make the most of it – with one effective piece of communication. We observed how almost all customers stopped for some time at the small counters within the bank, to fill in their forms and cheques. Taking a cue from the counter pens found there, we replaced some of them with colourful kids’ crayons instead. The eye-catching crayons stood out brightly in the busy bank environment and carried a simple message with a call-back number, which customers could dial for enquiries about the new account.

The refreshingly different piece of communication stood out and drew much appreciation and attention, garnering a response of 117 phone calls within the first fifteen days it was placed. This would have been impossible with the traditional messaging tools the client first expected. The idea is now being adapted regionally.