The high-street bank has identified a group of city-dwelling customers who appreciate services that make their busy schedules manageable, but who have yet to take advantage of phone banking.
The mailing is encased in silver foil and features the strapline: "Urban survival guide: contains fast, free phone banking." It contains cards showing a series of scenarios demonstrating how PhoneBank Express would fit into city life. The cards direct recipients to a phone and text registration line.
Phil Andrews, a Partners Andrews Aldridge managing partner, said: "The target market is busy people who are more likely to junk anything that seems run-of-the-mill. Therefore, we felt that the format of a foil 'urban survival pack' was particularly appropriate. The cards present the benefits of the service without adding to the 'information overload' of modern life."
The mailing was art directed by Steve Aldridge and written by Roger Morris.