It depends on where you live, of course, but getting a brick
through your window is generally pretty unlikely. Getting one through
your letterbox, however, is a little more likely after this month - as a
pilot mailing will drop on to doormats in low-risk insurance areas,
where customers are effectively subsidising people in higher-risk
areas.
The creative concept for this NatWest Insurance Services pack is based
around a simple idea - a house brick, suitably sized to fit through a
letterbox rather than a window. The coverline points out that in areas
other than your own this may be a more likely method of delivery.
Inside, the pack makes it clear how much cheaper the reader’s home
insurance can be because of where they live. It keeps things simple but,
at the same time, makes good use of personalisation techniques - the
letter, for instance, has an individual cost calculation with a
partially filled-in direct debit mandate and, more aggressively, a
personalised cancellation letter to the existing insurer. Everything’s
built on the brick theme and, as a one-stage mailing, gives the reader
everything needed to respond as soon as they open the pack.
The policy documents that follow the response have the same theme, but
with a twist. The pack looks like another brick but, when opened, it
forms a house roof which ’covers’ the home insurance details.
This deceptively simple looking mailshot is the latest example of our
work for NatWest, which covers just about every sector of activity from
advertising through direct mail to in-branch. As part of a rolling
campaign, the brick is a true team effort including the client, Carol
Rebori, the creatives, Chris Chalmers and Shena Grigor, the designer,
Peter Overy, the account handler, Jonathan Pool, the account director,
Lisa Hall, the print buyer and production manager, Barry Barber, and
with Mac work by Bob Newton. Photography was organised by the art buyer,
Dilys Lloyd Jones, and One-to-One took on the print.
