The creative is based on the theory that in order to sort out spiralling debts, customers have to go back to the beginning and start afresh. It encourages consumers, therefore, to consolidate their debt into one account.
The mail pack comes in an upside-down envelope with text written the wrong way up. The writing on the front reads: “Sometimes you have to go back.”
On the back, the words continue: “If you want to go forward.” The headline on the back of the pack reads: “The logic of Marbles,” which communicates the brand message.
Inside is a letter, which has been written starting with the PS and sign-off and ending with the opening.
A booklet that starts on the back page explains how Marbles’ logic might seem back to front but actually makes sense.
Matt Reid, the Marbles marketing manager, said: “Customers can do without the fuss and bother of getting to grips with complex financial details. Instead, they’d rather spend their time on what really interests them.
This insight runs through all of Clark McKay & Walpole’s work for Marbles loans. It ensures that all our communications illustrate the benefits of a Marbles loan and that we talk to customers in a tone which always remains personal and direct.”
The pack was written by Mark Blanchard and art directed by Mark Greenwood.
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