Write a letter that presents our new bank concept for existing customers in Gjensidige´s Insurance Company. The target group is split in three; members of two different trade (member) associations and the Gold customers.Gjensidige Insurance is Norway’s oldest and largest insurance company. They are known as trustworthy and they have a vision of “being the company that know their clients best and care about them most”. When we received the brief for launching the company as a completely financal company to our own clients, we chose to follow this vision, and created a communication strategy called “a natural expansion”. Our competitors are not in a position to say the same, they have to tell this the hard selling way; “we want to be your total bank partner” – of course, in order to earn more money!

A letter that presents some bank conditions; this is bread and butter, all right. But it doesn’t have to be boring! 1) We are talking to our friends. 2) It’s possible for us to show that we know and appreciate them. 3) The bank concept is in fact a natural extension to an exciting relationship. And the conditions are quite good! So…“A natural expansion” was dramatised with a specially designed wide envelope. The actual letter is also expanded with a section that describes the new banks conditions, plus the extra benefits that you as a “special group member” will have. (There are three different letters with different conditions and benefits, and photos.)

By 12.31.07: 60,000 mailings sent out, and we reached a market share of 6%. From 0 to 6% in 9 months without any mass-communication! It is the best a new bank ever launched in Norway. As a curiosity and something to compare with, the competitor has only reached 3.7%.