Dave Mullen – Creative Director Rebecca Wood – Head of Copy Jo Hood – Senior Account Manager Lesley Dick – Group Account Director Debbie Lee – Finished Artist
WHAT IS WONDERFUL ABOUT THIS WORK?
We wanted a list of serial non-responders to sit up, take notice of first direct and open a current account. An incredible 53% response saw a conversion rate of 57%, staggering compared to 3.3% response for the control.
To persuade affluent but serial non-responders to open a first direct bank account.
STRATEGY AND TARGETING