Lloyds TSB mailing appeals to people's desire to earn more

Lloyds TSB is promoting its online savings account to existing online customers with a direct mail campaign.

The mailing, through Partners Andrews Aldridge, has been designed to emulate a payslip. On the outside, the recipient's name and address are displayed along with the copy: "Do you ever wish you were earning more?"

Inside the pack, the 4 per cent interest rate appears in large type and, on the following pages, the text explains the benefits of the account, how much is needed to open the account and how to apply.

Claire Swindells, the senior product manager at Lloyds TSB, said: "The advantage of having a piece of creative work that is so different is that it engages the product with the customer need. It creates real cut-through on the doormat. We believe this work will connect immediately with our internet-registered customers while making the product's advantages very clear."

The pack was written by Duncan Mackness and art directed by Wayne Jordan.

Steve Aldridge, a creative partner at the agency, said: "I love this piece of work. It's so simple but really connects with how people think. We all want to earn more so you can't not open this."

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