The percentage mailing - AKZENT Invest Certificates
DZ Bank AG
Issue 29 | December 2013
Agency
Serviceplan
Creative Team
Chief Creative Officer Alexander Schill Executive Creative Director Christoph Everke Alexander Nagel Copywriter Katharina Keith Melanie Madaus Art Director Matthaeus Frost Dimitrios Arampatzioglou Account Supervisor Marc Mader
Date
January 2013
Background
AKZENT Invest wanted to reach out to fund managers and directors at the Volksbanken Raiffeisenbanken to let them know about the quality of their investment products.
Idea
The percentage mailing consisted of three different wines, where the alcohol percentage was equal to the highest potential profit of the investment product. The bottles were labelled using typical wine terminology to describe the product as well as the character of the wine itself.
Results
First indications were of a very successful campaign with a number of meetings being scheduled between the bank and Akzent Invest as a direct result of the mailing.
Our Thoughts
If you’re talking to moneyed people about money, you can’t be a cheapskate. I think this idea is very clever, if the ABV of the wines really does match the percentage of returns investors could expect from AKZENT. Mind you, the Cap auf Merck KGAA at 16.25% seems a lot more potent than the Basket Klassic Garant at 5.49%. But then sending the bigwigs of the bank a couple of cans of lager of 5.5% ABV wouldn’t have had the same effect. The lesson from this then is speak to your target audience as they would be spoken to.