Costello Mailing
ClearView
Issue 3 | July 2008
Agency
BMF
Creative Team
Dylan Taylor - Creative Director;Matt Rudd - Art Director;Damon Porter - Copywriter
Production Team
Jenny McMahon - Production Director
Other Credits
Bec Morton - Account Director
Date
February 2007
Background
In 2007, the Australian Federal government announced some unique superannuation, tax and age pension laws which would change the way Australians had traditionally saved for retirement. The sheer volume of the changes and the accompanying transitional arrangements were quite confusing. For some people, the changes created some ‘once in a lifetime’ opportunities to be taken advantage of. However, market research indicated that pre-retirees were unsure what to do and found the changes complex. ClearView wanted to mail a select target with the aim of helping them understand this legislation. The marketing challenge was to drive pre–retirees to call ClearView to request a copy of their book ‘A clearer view of the proposed changes to super’, and/or book an appointment with a ClearView financial adviser.
Idea
The creative idea came from utilising the man who was himself responsible for the changes: The Federal Treasurer, Peter Costello. ClearView wanted to emphasise what an extraordinary opportunity this was, so what better way than to use the Treasurer’s own words. Not only did they use his main quote on the front of the envelope, but they also used his speech as a ‘lift letter’, highlighting the most relevant parts. The Treasurer gave a ‘halo’ effect to the whole campaign making it more authoritative and driving the urgency. Included within the mailing was the offer for the free book.
Results
Response targets were set according to past experience at 2%. This campaign beat that by over 1000%, with an extraordinary 24% response rate.
Target Audience
The campaign targeted people aged 55 to 59 who are approaching retirement and starting to put plans in place, as well as people aged 60 to 66 who are 12 months from retirement or have just retired.
Size
10,000 mailings
Our Thoughts
This is a great example of talking to a discrete target group in language they understand. If you’re facing retirement, you bet you want to know what the Government is up to. No flashy gimmicks here but just intelligence at work.