HML’s personalised DM pack
Brand: HML
Agency: GyroHSR
Objectives: HML had a strong presence in the outsourced mortgage servicing market but was keen to capitalise on its transferable skills and expand to appeal to a wider variety of financial institutions. It wanted to promote its new positioning as the ability in financial outsourcing’ in a dramatic way that would demonstrate its technological knowledge and capture the imagination of its audience.
Target audience: Decision makers and senior figures within building societies and investment and high street banks.
Solution: A direct mail pack was designed as part of a wider integrated campaign. To reach senior decision makers and bypass gatekeepers it was necessary that the pack was produced to a high quality and was highly personalised. Thus the content of the packs was made relevant to individuals and the segments they operate in. A digital photo frame was the focal point of the pack. The frame presented the opportunity for HML to extend the dialogue in the future by mailing a memory card containing a new set of messages to past recipients.
Description: A seven inch LCD digital photo frame was mailed to the target audience in a presentation box marked with HML’s new brand imagery. Also included in the box was a one GB memory card and personalised letter. The packs were tailored with slightly different propositions to touch on issues relevant to the recipient, and the digital nature of the piece meant that this was a manageable project for both client and agency.
Timescale: The campaign was staggered over a three-month period.
Results: The objective of the campaign was to educate a highly targeted audience about HML’s brand proposition, thus qualitative measures were necessary to evaluate its success. In addition to the campaign’s 17 per cent response rate, brand perception was found to have improved, whilst recipients also noted an increased likelihood to recommend HML.
Creative comment
By George Boyter, creative director, Volume
This hefty piece certainly can’t be missed when the mail comes in. Let’s see if the idea is worth its weight.
On the outer lid, respectability’ is broken into two words by colour. I’m invited to read it as respect’ ability’. A bit of word play – so far, so predictable.
I open the lid to be confronted by two lines of copy. Before we can take pride of place in your business we’d like to take pride of place on your desk’.
So here’s something intriguing – a desktop LCD digital photo frame ready to plug in and run. I’m tempted to go for it and ignore the letter. No, I should read this – though it is rather long and daunting.
“Welcome the opportunity.” “Better able to deliver seamless, world class service.” “The tools to make the right decisions at the right time.” Etcetera, etcetera.
This vocabulary is all too familiar in B2B communications. Corporate speak and gobbledygook terminology. I’m told the packs were highly personalised and relevant to the selected individuals. Why then use this highly impersonal language when the tone of voice should be much more familiar?
Overall this has impact and the end result was an excellent response rate – at a price. Verdict? A good idea that could have been better executed.
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Royal Mail’s comment
By Mike West, media development manager, Royal Mail
In a difficult climate for financial companies, it is tempting to simply rein in all marketing activity. Trickier still is the marketing challenge facing those serving financial industries, such as HML here.
GyroHSR and HML have developed an inviting new brand image to create a reason to communicate with key audiences. However, in seeking to broaden the company’s appeal to new target prospects and even new business sectors, they have also created a mailpack with equal appeal as an icebreaker for those unfamiliar with the company, as well as to reconnect with, update and reassure pre-existing customers.
The key in making this pack attractive both to new prospects and current customers lies in its creative concept and personalisation. GyroHSR has created a high value pack, reflecting the significance placed on their audiences and creating real standout.
The fact that the creative can also be tailored to specific individuals and their industry sectors is another plus point. But the icing on the cake is that the creative provides a valid reason for follow up – offering another memory card with updated messaging in future. It’s a flexible campaign with real longevity. Judging by the results, this pack is really paying off for HML.
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