Financial
Brief
One of the new technologies
that Westpac has fully embraced is the provision
of secure banking services
on the Internet. The bank had established a benchmark
online facility, and wanted to use Direct Mail
to increase user value.
Strategy
The bank and its
DM agency planned to achieve the campaign objectives
by showing
how simple
and user-friendly
the service is. A one-piece pull-out mailer
was designed to translate the online environment
into an effective
Direct Mail piece.
Solution
Penfold Buscombe
provided the agency designers with an Illustrator
file of
the mailer
design. This conveyed
the precise size and arrangement of the
different panels, complete with areas of personalisation,
so that final
artwork could be laid directly into the
template.
This small service went a long way toward
ensuring a speedy
and trouble-free production process.
Three versions of mail pack artwork
had to be printed to tailor the mailing for
the
bank’s three brands – Westpac,
Bank of Melbourne and Challenge Bank.
We then installed Westpac’s proprietary
font onto our inkjet system so that
the data-driven text would match in
with
the
agency’s artwork. The three print
runs were then personalised including
the customers unique log on
Pin for the internet banking service.
Even though Westpac supplied their
customer data in NSP format, Penfold
Buscombe
was able to re-process
the data into the DPID format and gain
the bank some $3,500 in postage discounts.
Key
Achievements
This campaign was
very successful and enabled Westpac to gain a response
rate of 7.6% – far exceeding
expectations. The bank has since
had Penfold Buscombe produce several
direct
mail campaigns using the same format, each with
similar success.
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