CAMPAIGN DIRECT: MY BEST SHOT

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.

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.



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