Direct > Product/Service
NATWEST ONE SIMPLE
TBWA\GGT, London / NATWEST / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
The NatWest One account is a current mortgage account.Confused? Many of our potential customers were.
That's why research told us we should keep communications simple and straightforward, leaving any detailed explanations for further fulfilment communications.
CampaignDescription
The one-piece mailer demonstrates how by combining your current and mortgage you can 'DO IT IN ONE' and save £28,000.Whereas most financial mailings contain numerous pieces of paper the one-piece mailer makes the product simple and the focus is on the benefits rather than the technicalities.
Outcome
NatWest One was a new product in the NatWest mortgage marketplace so this was a challenging project – we needed to generate leads and it pulled.Against a control pack of 0.82% the response rate was up to 4.34%.
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