La Dolce Vita
Issue 17 | December 2010
Agency
Shackleton
Creative Team
Executive Creative Director: Alfonso Marian ; Creative Director: Antonio Herrero; Art Directors: Alex Garcia, Alfredo Ustara, Jaione Erviti
Production Team
Production Managers: Itxaro Vicuna, Susana Herraez
Other Credits
Account Management Team Lucia Angulo, Maria Leal
Date
March 2009
Background
Caja Madrid already managed the investment portfolios for a number of high net-worth private banking customers. Now they wanted to unroll the same service to retail customers, offering a personalised service based on each individual’s investor profile.
They wanted to communicate that the superior advice offered by their first-class fund managers using all the advanced technology at their disposal to buy and sell astutely would lead to outstanding returns.
Idea
Instead of just promoting yet another financial services product with a dull descriptor, Caja Madrid were persuaded to give the product a more emotive name, La Dolce Vita. It summarised in three little words the benefit of the scheme.
To bring a touch of ‘the good life’ to the mailing itself, the creative treatment was based on an analogy with fine dining.
Give a chef all the best ingredients and he will create an exceptional dish. It is the same with Caja Madrid, their advisors can create exceptional results for their clients.
To bring this to life, the mailing contained everything the reciopient needed to make Gold Risotto. Including the gold.
A 22K sheet of the stuff.
Results
43% of the high-value names on the database who received the mailing called their Caja Madrid personal account manager.
This meant 186% over the objective as the expected response was 15%.
Our Thoughts
I would love to meet the Marketing Director at Caja Madrid, or whoever it is who encourages Shackleton to do work like this. He or she is someone who has bought consistently out-of-the ordinary campaigns for the last three years, almost all of it human and engaging.
This mailing has a genuine insight about how the rest of us think the rich behave. As Scott Fitzgerald remarked to Hemingway, “The rich are different to the rest of us.” “Yes,” growled Hemingway, “They have more money”. More money, we imagine, to help them live the good life, which may even mean sprinkling gold on their pasta as opposed to plebeian parmesan.
Congratulations to the client who went with it.