Knocking On Heaven’s Door - NOMOS-BANK

Background

The agency was challenged to attract major Russian entrepreneurs to NOMOS-BANK. The only problem was that oligarchs do not trust advertising. On top of that, they simply do not see many messages aimed at them because they are protected from direct mail and other forms of direct marketing by their P.A.s and other gate-keepers.

Idea

To make sure all 526 oligarchs on the mailing list actually got to see and understand the message from NOMOS-BANK, the agency created customised magazines for each and every one of them.

Based on the respected business magazine, PROFIL, a magazine was created and mailed to the entrepreneurs. Every cover was unique, illustrated with a portrait of the oligarch who received it.

A copy line read: “Andrei Velikanov. The eminence grise of ferrous metals. Page 36”. However, page 36 of the magazine was blank except for the NOMOS-BANK logo and a short, personalised handwritten note announcing that NOMOS-BANK guarantees an individual approach to every major client. There was a mobile phone number the oligarch could ring.

Result

20% of the prospects mailed became customers.