Demonstrating the knowledge of the profile being targeted. To do this we developed a mail-shot based on the personalisation concept: 'If we are able to personalise this letter before we have even met you, imagine what we can do with our product and services once we have.'A piece of cloth with the client’s initials became a made-to-measure shirt once an interview had been arranged with a BANIF Advisor.

A response rate of 6.5% for redemption, exceeding the set targets by 32%.