A direct mailing based on a cost-efficient creation, given the large print run and short time span.1. Envelope: Teaser: 'BBL has major news for you ...' 2. Inside: A personal letter from the BBL President Supplementary: what appears to be an A4 brochure, which unexpectedly and step-by-step opens out into a climactic 60x80 cm high impact poster.

The greeting 'Welcome to ING' is visually supported by a rising sun (orange). This is an extension of the above-the-line warming-up campaign, charged with publicising the presence of ING. 'Orange' also represents 'refreshing' and hooks up with the primary ING colour.The mailer ends with 'See you tomorrow': a personal greeting and a reference to the requests for information that may come in through the branch network, website or phone info line.

Achieving sales is NOT the aim here. It is to provide CLEAR AND IMPACTFUL INFORMATION and PEACE OF MIND. The huge spontaneous feedback from customers leads us to conclude that the message was very well received and did not go unnoticed, due to the large scale.