Direct > Use of Media
E-MAIL FROM MY FUTURE SELF
BBDO GUATEMALA, Guatemala City / BANCO G&T CONTINENTAL / 2009
Overview
Credits
OVERVIEW
Audience
The results surpassed our expectations 100%. We expected a 7% response from the 2000 e-mail recipients and we got a little over 15%. The e-mail had a link that took the reader directly to website created for the campaign. The content of the website offered the user the possibility of filling out their application form and sending it to the bank. We received 512 application forms in the first quarter of 2009.The only relevant investment was the cost of the website.
ClientBriefOrObjective
Target: Current bank customers, B and B+ socioeconomic level.Men and women between the ages of 28 and 38. Clients of Banco G&T Continental that do not have a Retirement Fund yet.Strategy: Contact 2000 potential buyers of a Retirement Fund, selected from the bank's database. Each one had to receive a message that would encourage them to open a Retirement Fund in G&T Continental. A message that would appeal to their sense of prevision, making them aware of the need of a worthy and happy retirement.
Execution
We wondered, what would happen if I got an e-mail sent by myself but from the future, 30 years from now. We composed 20 different versions. All the e-mails were personalized with the name of the receiver. So that John Smith received an e-mail from the address johnsmithofthefuture@gmail.com with the heading: Greetings from your future self. In this e-mail, his future version would praise him of the fact that he was about to open a Retirement Fund with G&T Continental. For which he was enjoying a worthy and pleasant retirement 30 years later.Expected response: 7% out of 2000.
Relevancy
The link between the idea and the product lies on how surprising it is to receive an e-mail sent from your future self. After all, you get a Retirement Fund thinking about the future. From the heading, the e-mail was hard to ignore. In a fictional level, the user is recommended the product from the future, where he is enjoying retirement. He has a life that he is enjoying 30 years from now, and wants to remind his past version to open a Retirement Fund, and not lose the peace he is rejoicing in his golden years.
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