Two clutter-breaking mailers created excitement and memorability among two distinct tiers of corporate customers, totalling 800 in all.Mailer 1: The top 300 Tier1 customers were hand-delivered a mailer with a desktop letter opener, in the form of a silver hand holding a silver lightning bolt - symbolising speed of collections.Mailer 2: 500 Tier2 customers were couriered a mailer with a Wealth Bag desktop stress buster, symbolising steady collection of money, thereby delivering peace of mind.Both mailers included a booklet, which communicated the rebranding and explained SpeedCollect's core benefits ie speed and regularity of collections.

Firstly, the mail packs broke through the clutter and received 100% delivery (no returns).Secondly, each mail pack achieved its objectives of creating awareness of the re-branding and product promise, while keeping SpeedCollect top-of-mind (due to the desktop memento and unusual packaging).The mailers have generated a lot of positive feedback from the client's sales team and key customers, as well as a letter of appreciation from Citibank (see board). This was a true measure of the re-branding exercise's success.