The overall thought for all Delta Lloyd Life brands is, “for a good life”. The concept for the financial products especially developed for children (a monthly saving programme) is derived from that thought - prepare your child for a good life.We sent a personalized letter, brochure, simulation request and promotion. We also added a gift, linked directly to our core thought. The gift was a genuine children’s book, printed in hard cardboard, with visuals of luxury goods (caviar, champagne, yacht,…).

Through "word of mouth", the little books became a kind of collector's item with people who hadn't received it. Research prooved a very high responsiveness of the Direct Mail:61% remembered receiving a communication from Delta Lloyd. 52% opened the mailing. 40% read the mailing.The highest score Delta Lloyd has ever obtained for a Direct Marketing activity.