Caja Madrid, the fourth largest financial institution in Spain, launched a new investment funds plan and its major advantage is the adaptability to the profile and personality of each client. With these funds, clients benefit from active management of their wealth in accordance with their profile and investment expectations. They are addressed to clients with average income who want to diversify their investments and delegate the management to their bank.

Objectives: Acquire 160 million euros from current clients and prospects.Reinforce Caja Madrid´s active advice and management in clients´ investments.

We named the funds “The Way I Am” Funds, highlighting their extreme personalization.

The mailing was of a real graphology test for each client.1. Write the sentence “My name is (first name) and that’s the way I am” 2. Inside your sentence is already hand-written in 15 different calligraphy styles, including your own name (hyper-personalization) 3. Each style came with a graphology analysis by official experts.4. Find, among the 15 options, the most similar to yours and discover the features of your own writing.

We also developed a personalized web, face-to-face actions and radio ads.

We acquired 235 million euros: 147% of the target and 78% more than the acquisition in the same period of 2006 This campaign won the ONDAS Creativity Award for Best Radio Campaign in 2007.

The objectives were achieved much earlier than we estimated.