Instead of selling yet another financial product, we presented this product as the symbol of the client’s access to a higher level, a new kind of life: LA DOLCE VITAWhen you give a great chef the most exclusive ingredients, the resulting dish is exceptional. Similarly, if the personal account managers from Caja Madrid have access to the best products and tools, the result is exceptional.

Following this thinking, we gave out clients access to an exclusive dish: THE GOLD RISOTTO.

Inside the mailing of the recipe the client finds an exclusive ingredient: AN EDIBLE 22K GOLD SHEET.

43% of the high valued clients database who received the mailing called their Caja Madrid personal account manager.

This meant 186% over the objective as the expected response was 15%.